Results and Effectiveness

We encouraged just under 200 people, in 2 very exclusive events to date, to mix and mingle - with complete strangers. 450 cocktails were created and posted to multiple Facebook Walls during the live events. That’s 450 shots of Belvedere Vodka or 112 Cocktails an hour (roughly 2 cocktails a minute). Which also equates to 450 interactions between attendees. What began as a low budget anthropological study became a marketing case study that has generated talkability. This was an experiment that looked into human behaviour and whether we could influence it for the better. Which, we proved we could.

Creative Execution

We created a series of very social, social events. Experiments powered by Facebook and Radio Frequency Identification technology (RFID) built into an ecosystem of hardware, software and social. Guests were given Facebook-enabled RFID bracelets with randomly pre-assigned cocktail ingredients i.e. vodka, grapefruit, lime, soda, elderflower, lemon, etc. To get cocktails, guests had to mingle to find the “ingredients” they needed, which they then had to “mix” by scanning their bracelets together at our bartender’s mixing station.

Insights, Strategy and the Idea

We are all social creatures, connected via social platforms to share our social lives. But, remind us, what does socialising in real life mean? It seems as if social media is responsible in part for us all overlooking the social skills we’ve honed over years of evolution. “We can change this”, we thought. What if we use social media to make people more sociable? We opted to throw a party. Well, six in fact at various locations in Singapore, but with a twist. People & booze were brought together BUT they could not get a drink without some effort. We encouraged them to collaborate and mingle via wearable technology & social media. If they did they would be rewarded with a drink. This was a perfect strategy for our audience of 20 to 35 year olds who are very social (on smartphones) but could be more sociable in life.