SPRINGBOX / Insights

I went to Frisco, TX, and all I got was the best group of friends anyone could ever ask for. 

by Springbox, June 5, 2015

Written by Digital Copywriter and good friend Stuart Lovinggood

It was a dark and stormy night. Three days later (give or take two days), I was on the road to meet up with Team Springbox in Frisco. Parking at Toyota Stadium for a Jimmy Buffett concert is expensive, so I parked at the Frisco library instead. Standing in the parking garage while waiting on the elevator, I ate the last of my Czech Stop cream cheese kolaches. They are so good. I highly recommend.

Walking the walk

Walking from the library parking garage (everyone who parks there gets a free book!) to the stadium, I thought back on what had led up to that moment. The driving, the kolaches, the parking garage. Thinking back further, I also thought about working with the team at Springbox to redesign the Tradewinds Tea website. I also thought about the new Tradewinds partnership with Jimmy Buffett, which we’ve been working on behind the scenes for over a year.

The Tradewinds partnership includes a new line of products: Jimmy Buffett’s Island Tea. To support the launch of the new flavors, Springbox built an online experience for the Sip & Sing Your Way to Paradise campaign. Users can enter for a chance to win some pretty great prizes in exchange for a 30 second karaoke of “Cheeseburger in Paradise." Our partner agencies put together a national tour to take advantage of the tailgating events at Jimmy Buffett tour stops. That’s what brought us to Frisco on this mildly overcast day.

Talking the talk

I was the first of our team to arrive at the tailgating outside the stadium, so I set off to find the tour bus and the Tradewinds team. Our client from Nestlé Waters North America and fellow agency folk from our partner agency Epsilon would be in attendance, in addition to a karaoke machine and plenty of iced tea. Having only met our client over the phone and on LinkedIn, I walked up to many people who could have been named Julia before finding the right one.

The branded Sip & Sing Tour experience was amazing. Brand reps gave out free samples of the new flavors, Parrothead passerby sang “Cheeseburger in Paradise” to their heart’s delight and the Tradewinds RV sat in all its RV glory. Our friends at Epsilon designed the RV and really knocked it out of the park (or should I say paradise? [full disclosure, I used that line on the Tradewinds website. It is not original to this blog post. {sidebar: I have used too many parenthetical statements. I am now unsure of the proper placement of the period at the end of this sentence.}]). .

The moment we had all been waiting for: Cheeseburger in Paradise. Wahoo! Yes. Awesome! The moment we had all been waiting for: "Cheeseburger in Paradise." I appreciate the computer rendering of the cheeseburger. It's amazing to think about what burgers will look like in the future!

Singing the song

The tailgating experience gave us Springboxers an invaluable chance to spend a day in the shoes of one of Tradewinds Tea’s target markets. Of course, we couldn’t leave without seeing the real deal: a live set from the man himself. Thanks to our friends at Margaritaville, we got VIP access to a pre-show party inside Toyota Stadium. I had three margaritas and one Landshark beer. I also overheard someone remark that John Fogerty totally “killed it” as the opening act at last year’s Frisco show.

Our seats for the show were in Row 13 (or 12, but 13 sounds spooookier), which made for an amazing view of the stage. Sharing an alma mater with Jimmy, I know a little more about his music than the average [insert age here]-year-old. At the show, I knew approximately 100 of the words to his songs, but the Parrotheads around us knew them all. And we certainly sang along when the band played “Cheeseburger in Paradise.” The concert was a lot of fun — Jimmy really knows how to put on a show.

Wrapping the wrap

To be frank, I thought of the title of this article before I wrote any of it down, so I’ll wrap things up by saying that the day in Frisco with our client, an account manager, a creative director, a senior designer, a senior developer and a digital copywriter like myself was just about one of the best days of my life. Although some of us took separate cars to get there, we all drove away together that night (except not actually, because I didn’t want to leave my car at a library).