In a time of dire lockout laws, dwindling crowd numbers, and economic hurt, the hospitality industry was on its knees. In response, I launched an idea called 'Support the Support' incentivising people to arrive earlier to gigs to check out the support act, asking them to post a pic of the support act to their instagram, tag Cake Wines, and claim a complimentary wine. This idea drove over 90 new stockists for Cake Wines resulting in over $500,000 worth of on-premise sales for the brand. Venues saw on average, a 36% uplift in foot traffic during the campaign period, and over 120 bands + dj's jumped onboard. The campaign drove a significant amount of earned media (approx $1,000,000), helping us establish our credibility in Australian music culture.