THE FIRST WHATSAPP BAR IN THE WORLD
| Title | THE FIRST WHATSAPP BAR IN THE WORLD |
| Brand | JAMESON |
| Product/Service | JAMESON IRISH WHISKEY |
| Category |
E03. Innovative Use of Social or Community |
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Entrant
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FUEL LISBON, PORTUGAL
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Idea Creation
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FUEL LISBON, PORTUGAL
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Production
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FUEL LISBON, PORTUGAL
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Credits
| Ruben Andrade |
Fuel Lisbon |
Creative Director |
| Fernando Silva |
Fuel Lisbon |
Copywriter |
| Hugo Raminhos |
Fuel Lisbon |
Web Designer |
| Miguel Crua |
Fuel Lisbon |
Web Designer |
| Vanda Barreto |
Fuel |
Account Director |
| Priscilla Roa |
Fuel Lisbon |
Account Executive |
| Sofia Almeida |
Fuel Lisbon |
Social Media Manager |
Background
Jameson wanted to raise awareness to St. Patrick’s Festival – the annually held friendship party – and increase costumer registration in its database.
Describe the strategy
We wanted to engage groups of friends. Friends get together in bars. But, more often, they get together someplace else: on WhatsApp. So we combined both. Introducing: Jameson St. Patrick’s Bar, The World’s First WhatsApp Bar.
Describe the execution
For a whole month, we opened a bar on WhatsApp, with tables, a barman and, of course, drinks. It all started on a website, where a group of four friends could register and book a table. Then, the barman would invite them to the App and open the doors of the
world’s first WhatsApp Bar.
Through daily challenges, the groups would win emojis, which they could exchange for gifts and drinks. In the end, the tables with the highest points were offered invitations for the Festival. The bar became a trending topic and it took 11 people and 20 mobile phones behind the counter to fulfill all the demand. In fact, if it were to move from the App to the real world, it would be the biggest bar ever in Portugal.
List the results
2945 people booked 910 tables, including one of the famous investors from the Shark Tank show in Portugal.
So we ran out of gifts. Twice. And the solution was to hand out free drinks, with almost 300 bottles served.
The clients were engaged and truly bonded with the barman, generating more than one hundred and seventy thousand messages with all kinds of content.
The world’s first WhatsApp Bar reached the news in several media and it was even mentioned on TV.
In the end, at the party, people figured out the identity of the beard behind the bar and, unintentionally, the barman became a celebrity.