To compliment their new website launch, Southern Comfort has released a socially-stemmed promotion that allows fans to create and submit cocktails into an online voting community homepage. Fans who Like Southern Comfort (Soco) on Facebook are given the opportunity to visit Soco’s new website, where fans can build, name and submit their very own cocktail and have it added to a scrolling aggregator of user-submitted cocktails on the site’s homepage. The promo, titled “Go drink yourself,” speaks to the two-pronged incentive approach Soco is taking for the promotion: 1) Getting people to use Soco’s innovative built-in cocktail creator to build crazy and delicious cocktails, then vote on others’ cocktail concoctions on the page, and 2) The ten fans whose cocktails have the most votes, or “Mmms”, by May 7, 2014 get a custom-made coffee mug of their own noggin—with a porcelain Soco bottle attached as the handle.
Southern Comfort’s new website aggregates people’s cocktail submissions to the homepage—scrolling in real-time. The site even has comical sorting tabs such as “Created Near Me”, as well as a specific area of the aggregation dedicated to showing custom-made images of a few leading cocktails alongside the Soco Facebook team’s quotes and opinions on the various traits of the cocktail. Engaging with consumers on this sub-level is a great follow-through execution of continued engagement with fans throughout the duration of an already-awesome promotion.
Teamed with the unique incentive approach, Southern Comfort was able to successfully use the very simple idea of cocktail creation to drive product experimentation and loyalty—the ingredients for a very successful social media promotion. Try it on your own—Go Drink Yourself.