SEXY AND SOCIAL PRODUCT ACTIVATION
We were asked by Barton Brands to help drive on-premise trial of a unique new spirit: Wide Eye. Inspired by the popularity of Red Bull cocktails, this caffeinated schnapps was meant to be served as a chilled shot with friends. The brand wanted to be all about edgy social fun.
We developed a bold experiential program concept based on insights about the late night urban social scene. The fun included live sampling and team challenges, coasters with "dares", and branded content.
We won the business, but the budget was drastically cut. We then developed a fun, quick-hit social game which was meant to be passed along from friend to friend and pique interest in the product.
Our original concept was a new spin on "truth or dare," with an edgy twist inspired by the brand.
The program for this concept included in-venue gaming via mobile devices which leveraged bar network media relationships. Consumers would opt-in to the flirty game and accept challenges in exchange for product sampling and branded swag.
The program included offline elements, such as coaster game pieces that generated engagement.
We won the work, but the budget was drastically reduced. So we developed a more modest program.
Supported by display banners and sponsored media that leveraged key influencers, the Cold Shot game enticed players to decide who would buy the next round based on a round of virtual "spin the shot glass."
Users would add the names and email addresses of friends and "spin" the shot glasses. The loser would be notified with an invite where the loser had to buy the next round of Wide Eye. The loser could then go double-or-nothing by playing the game themselves.