August 26th, 2016
The Happiest Hour
By Brokaw Senior Communications Manager, Kelly Gentile
You made it! It’s Friday afternoon. Why not congratulate yourself with a cocktail and a few booze-inspired insights from your favorite, occasionally-imbibing ad agency? Because this summer, beer and spirits brands have been doubling-down on some big (possibly liquid courage inspired), risks in digital. Was it a good idea? (Drink if you said yes).
Bacardi went backstage—creating a digital scavenger hunt for VIP concert tickets to the artist Goldroom on their website, which could only be found in Chrome’s tracking-history-removing incognito mode. (It’s like an after-after-online party).
Corona Light has partnered with Gilt Groupe to highlight looks curated by fashion bloggers (such as “Rooftop Happy Hour”), while encouraging their fans to submit their own Corona-inspired looks for presumably fierce prizes.
At the same time, the beer brand was also the very first to dabble in Twitter emoji targeting this summer. Tweet select summer emojis and you’ll get a Corona Extra bottle emoji with #RaiseSummer and additional branded GIFs to help you find your mobile beach.
Meanwhile Hennesy, inspired by the insight that over 70% of their 3 million Facebook fans are interested in dance content, got down with “Willdabeast” of “So You Think You Can Dance” fame, to celebrate National Dance Day.
And while Alec Baldwin summered in the Hamptons (we presume), Patrón launched its personal bartender on Amazon’s smart speaker Echo—allowing Alexa to provide timely cocktail recipes and tequila facts with no tipping necessary (unless you can tip in electricity).
Ready for a(nother) libation yet? Why not grab your favorite designated driver and head down to socially-savvy Great Lakes Brewing Company’s Burning River Fest? We’ll meet you there so we can save the planet one pint at a time.
-Your happy-hour loving friends at Brokaw.