Trade Incentive Rewards Connect with Pop Culture Trend

XPROMOS helped spirits brand Mike’s Hard Lemonade connect with its sales force of young men by leveraging the trending explosion of Texas Hold ’em Poker.  XPROMOS created a trade incentive program that rewarded top salespeople with a trip to Las Vegas and an invitation to play in a $100,000 Las Vegas poker tournament.

At the time of the trade incentive program, poker tournaments were at the height of popularity, especially with millennial males. This alignment with Mike’s salesforce helped drive the decision to create their own branded poker tournament in Las Vegas.

Mike’s internal team handled the target numbers of cases and account targets, while XPROMOS focused on creating excitement around the poker tournament itself, including creation of the “hold ’em hard” theme that aligned with the brand.