Case Study: Maker’s Mark Scores Big on Social

Maker’s Mark captivates consumers with an immersive Social Rich Media (SRM) experience for Facebook and Twitter.

[vimeo 95498740 w=500 h=281]

 

In today’s highly competitive market, strong partnerships can provide a big advantage for brand marketing. Especially when a brand’s objective is to grab and hold the audience’s attention for more than a minute in an environment such as social media networks. Add a peculiar whisky community that you want to engage in a uniquely interactive experience and you have quite a challenge. Maker’s Mark took on the challenge and tested Social Rich Media to stir up some interesting whiskey conversation.

Beam Inc., worked with Celtra, as well as their agencies iCrossing and Doe Anderson to develop a Social Rich Media (SRM) creative for Maker’s Mark that asked Facebook and Twitter users to take a fun quiz and test their bourbon knowledge.

The “build once, publish everywhere” premise of the SRM product allowed Maker’s Mark to produce one creative and traffic it via tweets and Facebook posts. Tapping on a tweet or a post, a full screen, device agnostic HTML5 ad unit opened inside either Twitter or Facebook mobile app. Upon completing the quiz, the user could retake it to improve his/her score or share the result with others.

Not only did the campaign perform remarkably across the board, but it has also managed to successfully leverage the viral potential and social aspects of the experience. Over 8% of SRM creative unit impressions were generated virally via posts and tweets of users who shared their results.

For more campaign results and details watch the above video.

celtra_rev

https://digiday.com/?p=75430

More from Digiday

Podcast companies turn to live events to capture growing advertiser spend

The surge in the number of live podcast events in 2025 reflects a broader shift: advertisers are betting bigger on podcasts — not just as an audio channel but as a full-fledged creator economy play.

Best Buy, Lowe’s chief marketing officers explain why they launched new influencer programs

CMOs launched these new programs in response to the growing importance of influencers in recommending products.

Agencies create specialist units to help marketers’ solve for AI search gatekeepers

Wpromote, Kepler and Jellyfish practices aim to illuminate impact of black box LLMs’ understanding of brands search and social efforts.