LYNCHBURG LEMONADE PROGRAMFacebook application

Romania

STRATEGY AND APPROACH

THE PRODUCT FOR WHICH WE HAD TO

CREATE AWARENESS

THE MESSAGE THAT WE HAD TO HIGHLIGHT

AN APPLICATION THAT SUPPOSED TO ENGAGE THE AUDIENCE AND BRING AWARENESS TO THE PRODUCT

Increase awareness and trial for Lynchburg Lemonade by involving and rewarding the consumers

OBJECTIVE

A Facebook canvas app where users customize a bar with Jack Daniel‘s bottles and other branded elements. They will be able to prepare 7 Lynchburg Lemonades at a time and invite their friends to have a drink. Their invited F\friends will receive a Facebook notification with the invite to join for a zip.

If they follow the FB invitation they will enter the app and be redirected into their friend‘s pub where he‘ll be invited to click on a Lemonade.

The pub owner will get to see who visits his bar, and for each visit he gets he receives a new chance to prepare a new Lynchburg Lemonade.Every new lemonade prepared counts as 1 point. The more lemonades they make, the more points they get.

The user with most lemonades prepared wins a trip to Amsterdam Jack Daniel‘s Arena.Data will be collected while everybody who enters the app have to fill in the forms and agree with the T&Cs.

DESCRIPTION

USER FLOW

1. user enters Facebook canvas app2. user signs up (fill forms and agree with T&C)3. user customizes his bar with

*bottles : jac k familfamil y, non -branded other bottles*glasses and decoration decoration elements

4. user prepares 7 Lynchburg Lemonades

*places ingredients in right order5. user invites (max) 7 of his friends

MECHANICS

USER’s INVITED FRIEND FLOW

1. user recieves FB notification to have a zip of Lynchbur g Lemonade.2. user enters app3. user signs up (fill forms & agree with T&C)4. user is redirected to his friends bar5. user clicks a lemonde on the bar6. in a pop -up he is invited to make his own pub and get the chance to win

USER’S JOURNEY- STEP 1

USER’S JOURNEY- STEP 2 (LDA FORM)

USER’S JOURNEY- STEP 3 (YOUR BAR)

USER’S JOURNEY- STEP 4 (PERSONALIZED BAR)

USER’S JOURNEY- STEP 5 (PREPARE A LL)

USER’S JOURNEY- STEP 6 (COCKTAIL TUTORIAL)

USER’S JOURNEY- STEP 7 (SHAKE IT)

USER’S JOURNEY- STEP 8 (INVITE YOUR FRIENDS)

OTHER ELEMENTS OF THE APPSHARE THE APP ON YOUR

TIMELINE

SEE THE

RECIPE

OTHER ELEMENTS OF THE APP

HOW AND WHAT YOU CAN WIN

OTHER ELEMENTS OF THE APP

TOP TEN BARTENDERS

HOW IT WAS PROMOTED?

-Through Facebook ads -Through content management-Through press release

KPIs

-No of users in the app-No of visits in the app-No of consumed lemonades-No of likes per page

The Jack Daniel’s Facebook page :

•From the day the application started until its end we gathered 1,248 new likes

•We had a daily organic reach of 20,389 users.

•The “talking about this” indicator increased from 800 (before the campaign) to

10,184 during the campaign.

FACTS & FIGURES (part A)

The application:

1,003 bars1,855 users 6,291 sent lemonades2,465 consumed lemonades10,147 visits8,423 unique visits22,410 pageviewsAverage time spent in the app: 00:01:56

FACTS & FIGURES (part B)

THANK YOU!