Likely, you’ve all experienced that moment in a nightclub where the music is building to that point of crescendo when the ultimate DJ-induced climax occurs. Working with Happiness Brussels, Eristoff Vodka has turned that moment into an online game called Drop That Beat, the aim of which is to identify the exact moment the beat will drop.
The campaign is said to target what the brand calls Nightwolves — men in their twenties who love to club, the exact group Eristoff wants buying its vodka. The Bacardi brand liberally uses wolf-oriented language and imagery which refers to its origin in Georgia, whose name in Persian means “land of the wolf.” Its logo incorporates a drawing of a wolf howling at the moon.
The web-based, multi-platform game has single and multiplayer modes and all that is required of the player is to hold a finger on a button until the exact moment the beat drops in one of four songs, each of which changes each time the game is played thus altering the exact moment the beat drops each time.
Of the approach, Eristoff Brand Manager Ozlem Balay said:
“Drop That Beat is the perfect example of how we would like to engage with our social audience. Eristoff wants to ignite that moment before going out amongst young men. This pre-gaming is now translated into an interactive experience that fits our brand. And on top of that, it reaches out to a new crowd that loves electronic music and might enjoy Eristoff too.”
The engagement to which Balay refers, beyond game interaction and leaderboard activity, comes in the form of game score sharing via social media:
WOOHOO, I just dropped the beat! Join the game on http://t.co/VnyosqH9Vy — Steve Hall (@stevehall) June 22, 2015
The process of sharing one’s score to the leaderboard and social media also enters the player into a drawing to win prizes.
In addition to the online component, a real-world Drop That Beat game was launched at several electronic music festivals throughout the Netherlands and Belgium by the Bananas brand activation agency. People were given the chance to play Drop That Beat live with a DJ.
The new campaign ties in with the brand’s ongoing social media efforts, which aim to appeal to the clubbing crowd. In its social media posts, Eristoff regularly chooses DJs of the week and references dancing and partying.
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