| Title | ERISTOFF DROP THAT BEAT |
| Brand | BACARDI MARTINI BELGIUM |
| Product/Service | DRINKS / ALCOHOL |
| Category |
A08. Use of Competitions & Promotional Games |
|
Entrant Company
|
HAPPINESS BRUSSELS, BELGIUM
|
|
Advertising Agency
|
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 Brief
Instead of being present at festivals with just banners and logos, Eristoff Vodka wanted to stand out from other sponsors and achieve more by getting its audience to engage with the brand through music. (Eristoff has a long legacy of involvement with the dancing scene).
Campaign Success
The mobile game was launched via Facebook first. Then, people could also play on tablets at Eristoff booths at festivals. A special live version of the game with superstar DJ Marco Faraone was also organised.
Before every major festival, there were more prizes to win. This was communicated again via Eristoff's Facebook page.
The game allows you to play against friends, so that dragged more people into it too.
And to be part of the rankings to win the prizes, people have to register, which also allows Eristoff to prolong the relationship.
Describe the success of the promotion with both client and consumer including some quantifiable results
- 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.
Explain why the method of promotion was most relevant to the product or service
Eristoff Vodka turned a typical music festival sponsorship into something that's really part of the youth culture and dancing scene: Drop That Beat, an activation 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.