In summer 2025, Hiland Dairy wanted to create a buzzworthy promotion that would engage fans, grow its customer base, and put extra spotlight on the newest addition to its Silver Dollar City-inspired ice cream lineup — Fire in The Hole. The campaign was also designed to celebrate and strengthen Hiland’s long-standing partnership with Silver Dollar City, a collaboration that includes Time Traveler, Outlaw Run, and Fire in The Hole flavors that have become staples in Hiland’s lineup.
Fresh designed and executed a multi-channel campaign that became Hiland’s highest-performing promotion to date, delivering record-breaking entries, new subscribers, and deeper brand affinity for both Hiland and Silver Dollar City.
The RESULTS
Influencer-led TikTok and Instagram Reels content added personality and authenticity, while PR outreach secured coverage in top-tier outlets, boosting visibility for both Hiland and Silver Dollar City.
Strategy & approach:
Fresh developed an integrated campaign strategy built on three pillars:
- The Hook – A “Golden Ticket Giveaway” spin-to-win prize wheel offering fans the chance to instantly win prizes ranging from free ice cream to Silver Dollar City tickets.
- The Partnership Tie-In – Leveraging the permanent lineup of Silver Dollar City-inspired flavors and creating extra buzz around Fire in The Hole, ensuring the giveaway doubled as a celebration of the brands’ ongoing relationship.
- Multi-Channel Execution – Paid and organic social, email marketing, influencer collaborations, digital ads, and PR outreach to maximize reach and engagement.
By combining product storytelling with an enticing prize structure, the campaign gave audiences multiple reasons to engage — from their love of ice cream to their connection with Silver Dollar City.
creative execution:
The creative leaned into Hiland’s wholesome, family-oriented brand personality while infusing the adventurous spirit of Silver Dollar City. Campaign messaging highlighted the thrill of the giveaway while keeping the Fire in The Hole flavor front and center.
Influencer-led TikTok and Instagram Reels content added personality and authenticity, while PR outreach secured coverage in top-tier outlets, boosting visibility for both Hiland and Silver Dollar City. Every touchpoint reinforced the partnership, reminding audiences that the collaboration is as much about shared values as it is about shared products.
results:
- 97,906 total entries
- 19,741 unique entrants
- 78,165 bonus actions driving social engagement
- 14,826 new e-news subscribers
- 3,766 new social followers during the campaign
- 1,798 prizes awarded
- Meta: 3M+ impressions, 7.95% CTR
- TikTok: 2.4M impressions for top-of-funnel awareness
- Pinterest: 780K impressions for discovery-stage audiences
- Email visitors spent 1+ minute on-site, the most engaged traffic source
why it worked:
The Golden Ticket Giveaway succeeded because every channel had a defined role, and all worked together to create a unified experience. The natural alignment between Hiland and Silver Dollar City gave the campaign cultural and emotional resonance, while Fresh’s integrated approach ensured audiences were reached, engaged, and converted across touchpoints.
Most importantly, the campaign didn’t just deliver record participation and growth — it reinforced Hiland’s relationship with a valued, long-term partner. By blending performance-driven marketing with partnership storytelling, the Golden Ticket Giveaway created results that will continue to build brand equity well beyond the summer season.