Campaign: What’s your drink?
Challenge:
Generate real-time conversations on social networks to leverage brand sponsorship in in culinary reality show on the biggest TV channel in Brazil.
Strategy:
- Instead of standard commercials during program breaks, we broadcasted 30-second content videos with drink recipes that match the program’s recipes;
- During all episodes, we produced real-time generating positive engagement and encouraging the purchase of products on Diageo’s e-commerce.
- We invited Twitter creators to participate in the second-screen conversation.
Results:
- Diageo was the most prominent sponsor brand on Twitter during the show’s airing, dominating +60% of branded conversations in that period;
- More than 40 thousand interactions;
- More than 618 thousand views.
