Archer Roose knows good wine. And Elizabeth Banks knows good business. So we created an absurd rewards campaign where Banks offers to mail people live snakes in exchange for their purchase of 100,000 cases of wine. What could possibly go wrong?
PHASE 1: THE BIG ANNOUCEMENT
Leveraging her star and comedic power, Elizabeth Banks announced the new Archer Roose Snake Rewards Program. A series of social posts and videos drove people to a unique landing page. There people were urged to sign up, purchase 100,000 cases of wine (for only $10m) and receive the snake of their dreams. The world watched in intrigued confusion.
PHASE 2: THE APOLOGY
After five straight days of offering to mail poisonous snakes to people's homes, Elizabeth Banks apologized for the legally murky rewards program and announced it would be replaced with a new and improved, reptile-free program.