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 our audience’s mind throughout summer, eight&four crafted the 'Summer Vacay' campaign – comprising of a series of onsite and social activations during 2017's 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 prompt users to engage on social media. We then supported this with a social-only activation on Facebook Live, increasing the reach of the campaign.
400+ competition entries through Facebook Live broadcasts
‘Summer Vacay’ was an innovative campaign for Dirty Martini. It was full of brand firsts, including in-venue redemptions of social offers and the use of Facebook Live for a competition. As a result, we saw a steep 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.
Influencers were eager to participate in our competition, and we received submissions from a number of influential users with a large following, including Maisie Grace Gillespie and Jade Callan.