| Title | ERISTOFF DROP THAT BEAT |
| Brand | BACARDI MARTINI BELGIUM |
| Product/Service | DRINKS / ALCOHOL |
| Category |
A08. Original Game/Gaming |
|
Entrant Company
|
HAPPINESS BRUSSELS, BELGIUM
|
|
Contributing Company
|
HAPPINESS BRUSSELS, BELGIUM
|
Credits
| Karen Corrigan |
Happiness |
Executive Creative Management |
| Geoffrey Hantson |
Happiness |
Chief Creative Officer |
| Philippe Fass |
Happiness Brussels |
Creative Director |
| Niek Eijsbouts |
Happiness Brussels |
Creative Director |
| Arnaud Bailly |
Happiness Brussels |
Concept Provider |
| Niek Eijsbouts |
Happiness Brussels |
Copywriter |
| Gregory Ellinger |
Happiness Brussels |
Design |
| Hans Smets |
Happiness Brussels |
Group Account Director |
| Gaëtane Coopmans |
Happiness Brussels |
Project Manager |
| Vincent Adriaenssens |
Happiness Brussels |
Music Production |
|
Bliss Interactive/Mobile |
Digital Development |
| Jan Vanalphen |
|
UX-Designer |
The Campaign
There's a moment when the music builds up... so much so...
that at some point everyone is going mad...ecstatic...waiting for the DJ to decide... when the beat will drop.
If, like Eristoff Vodka, you're part of the youth culture or the dancing scene, you know what we mean.
Eristoff used that moment to create a branded mobile game called 'Drop That Beat'.
It's simple. And addictive.
Pick a track. Hold your finger on the button to start. Keep holding it...
And release it when you think the beat will drop.
Play it alone. Or play it simultaneously with your friends.
Play it at home. Or play it at festivals.
But play it until you're at the top of the ranking!
To make it even more activating, the highest scores won tickets for great festivals.
This also allowed us to prolong the relationship with the players.
And to amplify the game even more, we made a special live festival version with superstar DJ Marco Faraone at the decks.
How to turn a typical festival sponsorship into something that's part of the youth culture? Just get them to drop that beat!
- 21000 players
- average time spent online of 6min 22sec
> with a peak of 4hrs and 18mins !
Eristoff transformed a typical music festival sponsorship into something that's part of the youth culture and dancing scene, right in your pocket.
Eristoff Vodka turned a typical music festival sponsorship into something that's really part of the youth culture and dancing scene: Drop That Beat, a branded game to play on your mobile and at promo booths at the festivals themselves.
The principle is simple: hold your finger on the button while the music is playing... until you think... that the DJ... will... drop the beat. The closest you are to the exact moment, the higher you get in the rankings, the bigger your chance to win VIP experiences for music festivals.
You can play it alone, simultaneously with friends online, or against other contestants at festivals.
A special live version of the game with superstar DJ Marco Faraone was also organised.