Bacardi: Martini DJ Bot

Bacardi, an alcoholic drinks brand, created a Facebook chatbot integrated with Spotify to connect with millennials in the UK through bespoke playlists and give them the summertime feeling as winter approached.

Campaign details

Agency: Proximity London

With millennials increasingly less engaged on traditional channels, and alcohol brands facing heavy restrictions on what they can say, MARTINI couldn't just show up.

They needed to create a digital experience of real value that captured the summertime mood.

Strategy

A 2016 study from The University of Pittsburgh showed that we produce the least serotonin, one of the key hormones that helps regulate mood and contributes to our feelings of wellbeing and happiness, at the very start of the winter months.

This gave Proximity London the perfect insight they needed to identify a culturally...

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