When Hiland Dairy set out to create a summer promotion, the goal was simple: build awareness, engage fans, grow their customer base — and draw attention to the newest addition in their Silver Dollar City ice cream lineup, Fire In the Hole.
The Strategy
The foundation for this campaign was a natural fit. Hiland and Silver Dollar City have an ongoing partnership, including three ice cream flavors inspired by the park’s iconic rides — Time Traveler, Outlaw Run, and the newest, Fire In the Hole. Launching a giveaway that tied into this lineup created an easy connection for fans of both brands, while giving extra spotlight to Fire In the Hole as it made its way into stores and households.
We built an integrated strategy that combined the thrill of a prize with the reach of paid and organic media. The promotion rewarded participation at every step, from initial entry to bonus actions that encouraged cross-platform engagement. Fresh handled the creative concept, designed campaign assets, and managed media, PR, and influencer partnerships to ensure the message reached as far — and as effectively — as possible.
The Creative Process
The creative leaned into Hiland’s wholesome identity while tapping into the adventurous, high-energy spirit of Silver Dollar City. Campaign visuals and messaging were designed to spark excitement, with social and email content spotlighting the Fire In the Hole flavor alongside the broader prize lineup. Influencer-led short-form videos amplified the fun, giving the campaign momentum well beyond Hiland’s existing audience.
The Results
The numbers tell the story. Nearly 98,000 entries were recorded — including more than 19,000 unique entrants and over 78,000 bonus actions driving engagement across Facebook, Instagram, TikTok, YouTube, and X. The campaign added 14,800+ new e-news subscribers, dramatically increasing Hiland’s direct-to-consumer reach.
Meta led paid performance with over 3 million impressions and a standout 7.95% click-through rate, while TikTok and Pinterest generated top-of-funnel awareness. Email brought in the most engaged traffic, and PR secured placements in top-tier outlets, further boosting visibility. In total, 1,798 prizes were awarded, turning participants into brand advocates and reinforcing the family-focused values at the heart of both Hiland and Silver Dollar City — all while putting Fire In the Hole front and center.
Why It Worked
Every channel had a role to play, and Fresh ensured they worked together seamlessly. By pairing a culturally relevant brand partnership with a smart, multi-touch campaign, we created a high-impact promotion that not only broke Hiland’s engagement records but also built lasting connections with new audiences — and gave Hiland’s newest flavor the spotlight it deserved.