The Brief

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 set out to prove that Singaporeans are sociable and could be prompted to be more sociable, all it took needed was the right incentive with Belvedere Vodka at the heart of it.

Describe how the promotion developed from concept to implementation

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.

Describe the success of the promotion with both client and consumer including some quantifiable results

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.

Explain why the method of promotion was most relevant to the product or service

Belvedere Vodka sits right at the heart and centre of the social scene. It was our goal to make Belvedere Vodka the brand responsible for reviving chatter in the bars and clubs of Singapore using social media to fix it’s own problem. We proved you can make social more social with a series of live experiments using wearable technology.