Cheerwine, a legendary soft drink favorite of the South, wanted to mark their 100th anniversary by thanking the community that had given them so much. So we created the Legendary Giveback, a charity concert featuring The Avett Brothers, for our most dedicated fans.
We tapped into Cheerwine’s dedicated social media fans to generate engagement in the months leading up to the show. On the big day, the concert raised over $70,000 for charity and brought Cheerwine a staggering 120 million impressions.
