In 2014, Deep Eddy looked to compete in the saturated market of vodkas; but, how does one get their product noticed in a way that allows them to standout. Justin was able to mobilize his network of athletes and entertainment industry professionals to successfully produce a Monday Night Football bi-monthly networking and charity event series. Attendees were able to sample a variety of flavors from the Deep Eddy Vodka collection before many of their peers were aware of the brand. This allowed these influencers to act as ambassadors for the product.
Producing a weekly event that caters to an elusive demographic of athletes and higher level entertainment industry professionals in the city is no easy task, as he utilized email marketing and social media to integrate brand messaging in an effort to generate over 12,000 samples served during the first four weeks of the 2014 NFL season. There were numerous VIPs, athletes, and celebrity guests who graced the events and an official recap for the brands usage was distributed across his social media network. In addition, charitable donations were collected to benefit The Big Gary Brown 68 Foundation, founded by Super Bowl XXXI champion Green Bay Packer, Gary Brown.