Client: Dirty Martini
Dirty Martini Summer Vacay
Blending a social first approach with an in-venue activation to stimulate awareness and bookings for Dirty Martini’s summer campaign
Project Date: 1st June – 30th August 2017
Location: United Kingdom
Total Reach of 229,740 during the competition phase of the campaign
To place Dirty Martini at the forefront of the audience’s mind during summer, eight&four crafted the 'Summer Vacay' campaign - comprising of a series of on-site and social activations during the 2017 summer months.
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.
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 send users to engage on social media. We then supported this with a social only activation on Facebook Live to increase reach of the campaign.
400+ competition entries through Facebook Live broadcasts
The ‘Summer Vacay’ was an innovative campaign for Dirty Martini as it was full of brand firsts, including in-venue redemptions for social deals and the use of Facebook Live for a competition. As a result, we saw a stark 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.
We saw a number of high quality entries throughout the campaign, from influential users with a large following, including Maisie Grace Gillespie and Jade Callan.