Dirty Martini: Blending a social-first approach with an in-venue activation to stimulate awareness

Seek

Seeking Sunchasers to explore Dirty Martini

Summer is a low season for Dirty Martini. As customers look for outdoor spaces and after-work pub drinks, the lure of an underground bar is less appealing. The ‘Summer Vacay’ campaign aimed to ensure that sun chasers would get the most out of the British summer with Dirty Martini, by offering benefits such as an extra hour of happy hour and competitions to win a trip to Ibiza.

Speak

Showcasing Summer in the City

eight&four crafted a multi-faceted campaign which combined promoting Dirty Martini special offers and rewards with a social-first approach. The campaign was split into two phases, with the first utilising a simple screenshotting of posts mechanic in order to claim deals at the venue, as well as an influencer campaign to help promote Dirty Martini to wider audiences.

For the second phase we utilised the exclusive Pisco & Tonics range to provide a seamless social activation mechanic, giving a hidden code with each drink served to prompt users to engage on social media. We then supported this with a social-only activation on Facebook Live, increasing the reach of the campaign.

Seed

400+ competition entries through Facebook Live broadcasts

‘Summer Vacay’ was an innovative campaign for Dirty Martini. It was full of brand firsts, including in-venue redemptions of social offers and the use of Facebook Live for a competition. As a result, we saw a steep increase in engagement with a 95% increase in Twitter engagements from the previous period, and a reach of 229,740 people on Facebook. Additionally, the competition garnered 415 entries.

This case study was first published on recommendedagencies.com on 01/06/2017.