Turkey Week
The Wild Turkey
Split Reed’s Turkey Week is a week-long activation dedicated to one of the most coveted and elusive game birds on the planet: The Wild Turkey. Throughout the week, Split Reed releases a stream of custom and collaborative Turkey content, covering topics from history to hunting to conservation.
Strategy
Media Strategy
Turkey Week is an event Split Reed uses to usher in the next bird-hunting season, once waterfowl is completely said and done. Our goal with this week is to serve hunters who may have originally engaged with us for duck and goose content but are looking for more outside of the 6-month waterfowl season. It’s with this week-long digital event, that we are able to keep content fresh and exciting, even in the “off season”, and at the same time, introduce ourselves to new audiences that may prefer the pursuit of the grand avian pursuit.
Media Execution
Media Execution
Building up to Turkey Week, a lot happens. First, a game plan is laid out on how we will roll out all of our content in a way that feels linear and on theme. Once this plan is laid out, our robust writing staff gets to work, sourcing articles and content from some of the most notorious turkey hunters and scientists out there. Once our content is collected, our digital team curates a custom landing page, and in line with our editorial and social team, launches a coordinated rollout of content over the given week, partnering with collaborators and filling people’s feeds and inboxes with gobblers galore.
Distribution
The distribution of this series occurs across all Split Reed channels. Each day, we will activate 3-5 new editorial pieces, which are then accompanied by supporting social media posts. At the end of the day, we send out a dedicated “Turkey Week” newsletter, summarizing all the new content from that day.
Additionally, an internal budget is allocated towards boosting some of the top-performing content on META in order to reach a bigger and more diverse audience outside of our typical organic reach.
performance snapshot
3M+
500K
1.5M+
65%
Key Takeaways
Early Access to a Growing Demographic
The Turkey hunting market is quickly growing, with more and more hunters participating in the pursuit each year. Turkey week is a sure-fire way to make sure your brand is making contact with eager consumers and standing out while doing it.
A timely Opportunity
Turkey Week debuts at the very beginning of Turkey season, before most turkey hunters even spend their first night in the back of their truck. Therefore, it’s an excellent opportunity to get in front of Turkey hunters at just the right time.
A collaborative experience
Turkey Week is a relatively new activation for Split Reed, with only its second year coming up. Because of this, we are always aiming to push the limits and explore new opportunities. As a partner of the week, you’ll have a chance to have your voice be a key component in this week’s DNA.
Partner Integration
During the rollout of Turkey Week, partners have many different opportunities to participate. For instance, partner logos will be prominently displayed above the fold on the Turkey Week landing page and Newsletter. Additionally, Partners will receive custom editorial pieces during the week, featuring messaging around their brand/ product, typically showcasing custom content made by our very own production team.
As these pieces go live, supporting social media activations are rolled out, which feature partner tags, mentions, and the opportunity to collaborate. Lastly, during the week, partners are allocated an ownership of all available display advertising real estate in both Split Reed’s online publication and within our newsletter. Throughout the week, partners will have a chance to own all advertising space Split Reed has available.
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