Dry January became a participation engine.

TranQuini needed attention in a crowded Dry January moment. Notably created a $1,000 “ditch alcohol” challenge that gave consumers a reason to participate and reporters a ready-made story. The campaign drove more than 800 submissions, 40 media placements, and 186 million impressions.

WHY PEOPLE PAID ATTENTION

INCENTIVE + SOCIAL PROOF

Dry January already had cultural momentum. A visible $1,000 challenge gave people a reason to join in and gave reporters a concrete participation story.

How we find the trigger →

THE STRATEGIC MOVE

We designed the “ditch alcohol” challenge so the audience could become part of the news, rather than simply hear about a product.

THE PROOF

800+ submissions, 40 media placements, and 186M impressions.