Affinity Creative Launches “Build Your Buck Shack” Campaign for Shannon Family of Wines


MARE ISLAND, CaliforniaCreative Affinity Group in partnership with Shannon Wine Family (SFW) to launch the “Build Your Buck Shack” omnichannel campaign. The campaign includes a raffle where one grand prize winner will have their own home bar designed by one of two renowned DIY influencers, Nate Halverson and Tayrn Whiteaker, plus a generous gift card to make it all happen. The Build Your Buck Shack campaign includes digital marketing, a campaign microsite, retail and on-site activation, influencer marketing, social media content and advertising, photography and video.

What is a Buck Shack? The original Buck Shack was a 100-year-old hunting cabin nestled deep in the vineyards of Shannon Family of Wines, located in Lake County, California. SFW has remodeled and restored the weathered sheet metal structure into a rustic bar where its team can gather after a long day of work in the vineyards to relax, share stories and exercise bad judgment. Inspired by everything the Buck Shack stands for, Buck Shack wines go hand in hand with close friends, good times and no regrets.

“One of the keys to a successful campaign is a raffle that directly expresses the personality of the brand. “Build Your Buck Shack” offers everyone the opportunity to create a space in their own home where they can gather with friends and family and truly be themselves. The huge response shows that the chance to win your own custom-designed home bar resonates powerfully. After all, who wouldn’t want their own Buck Shack? – Christopher Hayescreative director, Affinity Creative Group.

Through September 30, 2022, to date, the omnichannel campaign and sweepstakes have garnered nearly 15,000 entries and a significant increase in social media engagement, interest and followers for Shannon Family of Wines, all contributing to the growing awareness and enthusiasm for the Buck Shack brand and its ultra-premium, unpretentious, bourbon-aged wines.

“We are excited to introduce Buck Shack wines to new consumers across the country. This omnichannel campaign covers all the bases with point-of-sale support, a fun and engaging campaign microsite, incredibly talented DIY crafters and influencers like Nate and Taryn, and sweepstakes. We are delighted with the current results and look forward to seeing what the next few months will bring. – Brett ScallanVice President of Marketing, Shannon Family of Wines.



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