For 8/18 Day, the award-winning tequila brand founded by Kendall Jenner is surprising members of its Happy Hour community to make a range of wedding season experiences extra special. Happy Hour is 818 Tequila's opt-in Instagram Broadcast Channel, and after getting hundreds of submissions, the brand selected a few community members for personalized wedding and bachelorette experiences featuring a complimentary 818 Tequila bar, signature cocktails, professional photography, and gifts from partners.
To extend the experience to one more lucky community member, 818 partnered with luxury jeweler Ring Concierge on an exclusive diamond giveaway on 8/18 Day. The winner will get a pair of Ring Concierge 3-carat Round Lab Diamond Studs, and up to seven pairs of 1-carat Lab Diamond Studs for their wedding party, plus 818 merch signed by Kendall Jenner. This giveaway officially wraps up 818's Best Summer Ever campaign, which shared a season of exclusive experiences, weekly giveaways and community-first moments.
Image Credit: Sophie Sahara Planning, Gabriela Solano
What Makes This Trend Stand Out
- Community-led Celebrations
- Brands are turning opt-in social communities into channels for personalized milestone experiences, creating new value around weddings, bachelorette events, and seasonal campaigns.
- Experiential Alcohol Marketing
- Premium spirits labels are moving beyond product sampling with hosted bars, signature cocktails, and event services that embed the brand into memorable life occasions.
- Luxury Giveaway Partnerships
- Collaborations between beverage brands and fine jewelry companies are blending lifestyle categories to expand audience reach through aspirational, high-value rewards.
Sectors Adopting This
- Alcoholic Beverages
- Tequila and spirits brands can differentiate through community-based activations that connect premium products with celebratory consumer moments.
- Wedding Services
- Event planning, photography, and bridal experience providers are benefiting from branded sponsorship models that add premium perks to wedding-related occasions.
- Luxury Jewelry
- Fine jewelry brands are finding new visibility through cross-category giveaways that associate diamond products with social engagement and milestone gifting.
