Case Study: Maker’s Mark Scores Big on Social

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.