Gruppo Campari has lined up the largest marketing push for the American Honey expression of its Wild Turkey Bourbon brand in the US.

'Bad News for Boring' comprises an out-of-home presence backed by three “viral videos”, which can be seen above. LED screens at bus stops will be used, playing “party scenes around a person when they sit on the bus stop's bench”. Meanwhile, the videos will run online on sites including Hulu, ESPN and Funny or Die.

Financial details behind the push were not disclosed.

Speaking exclusively to just-drinks earlier this year, Campari's CEO, Bob Kunze-Concewitz, said that Wild Turkey, which the company bought from Pernod Ricard in 2009, has been “a great, great deal for us”.

“Even before we did the deal, we had seen Bourbon coming and we’d been trying to get a brand. So, when the Wild Turkey option came up, we were absolutely thrilled,” he said.