Vodka brand Belvedere is launching its first ever international Love Brunch party in Ibiza next month, and has appointed Essence to handle the social media, with the aim of raising awareness and excitement levels around the event.
The agency has asked Belvedere fans to upload a photo to the dedicated Facebook app which will be hosted on the Belvedere page, with one of the entrants to win four tickets to the Ibiza Love Brunch party.
Nick Ambridge, senior brand manager at Belvedere, said: “The Love Brunch party series is a key part of Belvedere’s ongoing consumer engagement activity that brings to life the true essence of the brand. The launch of the brand’s first international party in Ibiza is an exciting step and it is crucial that the social media campaign engages consumers by connecting with their fun-loving nature. The social media activity that Essence has designed achieves just this, driving consumers to show and share their party credentials.”
The Facebook campaign launches this week and will run until the mid August 2012.
Sam Waymont, social strategy director at Essence Digital, added: “As always it’s been a great experience working with Belvedere to generate anticipation and excitement around this new event. It is too often forgotten that a brand’s social activity must tap into the underlying values that sit at the core of the consumer’s relationship with the brand. Only by achieving this connection can social campaigns add real value to the brand’s wider activity. This is exactly what the Belvedere Love Brunch campaign aims to achieve, reaching out to consumers and challenging them to use pictures and words to bring to life what really connects them with the brand.”