Smirnoff New Zealand got a mixologist to pour some creative cocktails all based on selfies for its 'Pure Potential' campaign. The premium vodka brand invited New Zealanders far and wide to submit selfies of themselves for a chance to win a trip to the winter Mardi Gras in Ohakune -- over 600 selfies were uploaded. Smirnoff livestreamed the final event where the mixologist used the photos of the six finalist as an inspiration for his creative cocktails and had a host taste each one of them -- neither man knew which selfies would be chosen.
Smirnoff targeted Millennials by involving selfies into the campaign and topping it off with another young adult favorite -- cocktails. Through the campaign, the company received 2.8 million impressions, had a reach of 451,000, received 239,500 video views and had 46,000 direct interactions -- sounds like an incredibly successful and viral campaign.
Selfie-Inspired Cocktails
Smirnoff Mixed Up Creative Cocktails Based on People's Selfies
Trend Themes
1. Social Media-inspired Marketing - Incorporating popular social media trends, such as selfies, into marketing campaigns can create engagement and virality.
2. Personalization and Customization - Using personal photos or data to tailor product experiences, like creating cocktails inspired by selfies, can enhance customer engagement and satisfaction.
3. Online Contests and User-generated Content - Implementing user-generated content in the form of contests, like the selfie submission contest, can generate buzz, increase brand awareness, and drive social media engagement.
Industry Implications
1. Alcohol and Beverage - The alcohol and beverage industry can explore innovative approaches to connect with younger consumers by incorporating personalized marketing strategies and leveraging social media trends.
2. Hospitality and Events - The hospitality and events industry can find opportunities in creating unique experiences by customizing products and services based on customer preferences and personal data.
3. Marketing and Advertising - The marketing and advertising industry can adopt user-generated content and online contests as effective tools for brand promotion and customer engagement in the digital age.