Travis Scott Turns to MilkMoney for Cacti Launch Campaign

MilkMoney Founder and CEO Sam Keywanfar with Travis Scott at the launch of Cacti in West Hollywood.

MilkMoney just finished a remarkable OOH campaign for Cacti, Travis Scott’s hard seltzer brand with Anheuser-Busch.  Billboard Insider interviewed Sam Keywanfar, Founder and CEO of MilkMoney.

How long have you guys been working with Travis Scott?

Travis Scott has been booking outdoor advertising through MilkMoney since 2017. We’ve secured OOH for all his major music releases, tours, festivals and brand partnerships including his documentary on Netflix, his various shoe releases with Nike, and his current beverage line Cacti with Anheuser-Busch. We were also the first to book a Sunset perm for an artist / celebrity which we facilitated for Travis.

Phase 1

 

Phase 2

Phase 3

 

What was so unique about this campaign?

Everything Travis does is unique, meticulous and methodical. This campaign was broken up into 3 phases. We launched Phase 1 on 7/20 with hand selected units in West Hollywood baring only the Cacti logo which until then had not been associated with the beverage line. The creative had no mention of Travis Scott, Anheuser-Busch, the product category or even a call to action. Phase 2 rolled out in 12/20, when Anheuser-Busch announced the partnership and the Cacti logo was publicly revealed to the world. Phase 3 rolled out 3/21 and included an experiential component where Travis showed up to select retailers in a branded Cacti truck, greeted fans, engaged with the product and filmed exclusive behind the scenes content which were used across his social media and for press purposes. Phase 3 was also the first time our OOH featured imagery of the actual product line, which coincided perfectly with his TV commercial that aired during the Grammy Awards.

What were the results?

This campaign generated 31.6 million impressions (geopath audited), 300 million earned impressions, hundreds of blog posts, and the drink’s official website, DRINKCACTI.com, sold out of all its inventory in under 12 hours, requiring a restock order to be placed in order to keep up with demand.

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One Comment

  1. Didn’t this get bought by Swing Media?