In 2017 we organized a Facebook competition as part of Fall 2017’s Kalinka campaign: Two of Hungary’s most popular vodka based long drinks went toe-to-toe to decide the winner: screwdriver vs. vodka soda. Vodka-lovers were invited to pick their side and decide the great challenge. The classic game mechanism was boosted with entertaining video contents to stand out from the digital noise.
Thematic teaser posts were published preceding the competition to keep fans in the loop about the upcoming campaign.
Of course we didn’t stop at eye candy cocktail photos: we also shot a video featuring real people from our target audience and Budapest night life. We explored the most popular party districts of the city equipped with a camera to ask people a question for the ages: screwdriver or vodka soda?
The result was highly authentic and entertaining video content that was published in two parts on the brand’s Facebook page. Fans could then vote on their favourite vodka long drink on Facebook via an emoji poll.
Of course PR appearances were also targeted to increase awareness – but our goal was to keep advertising costs low, so the strategy was developed accordingly, in a creative but cost-efficient way.
We prepeared a long drink faceoff themed PR package. The gift box contained cocktail ingredients from which both of the competing cocktails could easily be mixed. The content of the PR package included a bottle of Kalinka (1L), 100% orange juice, a bottle of carbonated mineral water, 2 limes, 1 lemon and a flyer about the campaign with 10 voting cards. The boxes were send to the editorial staff of popular online magazines.
The package did the job and resulted in quasi free media appearences on Player.hu. Thanks to the users’ votes, screwdriver won the vodka vote by a landslide.
Upon the competition’s conclusion, we also rewarded users who voted for the eventual champion: One lucky vodka orange lover was awarded with a yearly Kalinka supply for the parties and five more people won Kalinka care packages.
The campaign managed to reach almost 170 000 people and nearly 450 users Liked the brand’s Facebook page. Almost 2 000 votes were submmitted for the final competition. We managed to deliver high quality brannded content that performed remarkably well with our target audience: both vodka videos exceeded 10,000 views.
The PR campaign proved to be successful as well - thanks to the entertaining content and promotional package we obtained media appearence on an online platform at almost no cost.
The campaign also held value from a sales perspective as the vodka vote also helped us sneak a peek into the mindset and attitude of our target audience.
Take away: with a good idea and high quality content media presence can be earned without sizeable ad spending.