Mixer Messages
Pernod Ricard will extend an online puzzle promotion for Chivas Regal scotch whiskey throughout Latin America after its successful run in Venezuela.
The summer game leveraged Chivas’ “When You Know” ad campaign for a contest that drove 20- and 30something consumers from on-premise to online — a risky tactic, since only 0.5 percent of the country’s 24 million citizens have Internet access.
The When You Know, You Win contest started with promotores (“demo girls”) distributing game codes to Chivas drinkers in 20 of Caracas’ and Valencia’s trendiest bars and nightclubs. Consumers registered at promocionchivas.com and entered their codes to get trivia questions about the brand. A correct answer earned two virtual puzzle pieces; a wrong answer meant one piece was removed. Players had to finish the puzzle — one of Chivas’ outdoor boards — as quickly as possible in the six-week promotion window.
Trivia questions were about Chivas history and current ads: “What type of barrel is used for aging Chivas Regal?”; “What’s the name of the Chivas Regal master blender?”; or “On the Chivas Regal radio ad, what color was Alejandro’s car?” Players only had to look at Chivas’ hundreds of outdoor boards, P-O-P, radio and TV spots, and on Chivas’ Web site. The unique codes let Pernod Ricard track participation in each city. Tokenzone, New York City, created the program; Grey Advertising handles ads.
Drinks on the House
The prize structure was extremely simple: Pernod Ricard gave away one bottle of Chivas Regal each day (42 total). The first 500 players to finish the puzzle were invited to a private party at Caracas’ most luxurious nightclub, with French disk jockey DJ Ravin spinning music. The 500 also were entered in a sweeps for the grand-prize trip to Scotland to meet Chivas’ master blender.
“We were already covering traditional media but we wanted to go a step further, so we evaluated innovative vehicles such as cell phones, ATM advertising, in-store advertising [via plasma screens], and the Internet,” says Elvis Ippoliti, marketing director of Pernod Ricard Venezuela. “The idea was to reach our consumers on as many different occasions as possible. The Internet allowed for deeper interaction with the consumer.”
Players flocked to the site because the game was so novel and compelling. More than 40 percent of players were referred by other users. “These figures are extremely high for Venezuela,” Ippoliti says. “We wanted the Internet to have a key role within the mix because an important portion of our target audience has Internet access.”
More than 10,000 players registered; 25 percent finished the puzzle in time, and a post-game survey found awareness up 35 percent. Forty percent of players told a friend about the game to earn additional codes. Participants ranged from 18 to 55, with the average age of 27.
Pernod Ricard called or e-mailed winners to confirm their attendance at the party; more than 90 percent said they’d come, and even more than that actually showed up. “I’m positive they are satisfied with the brand,” Ippoliti laughs.
Pernod Ricard is mulling similar programs in Latin American countries for gin or vodka brands targeted to a younger audience — but don’t expect to see the same technology. “We’re continuously looking for innovative ways to strengthen the bonds between Chivas Regal and our consumers. Our objective is to keep re-inventing the way we talk to customers,” says Ippoliti.
Amie Smith writes about successful promotion campaigns developed outside the U.S. She can be reached at [email protected].
