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Vladivar
www.Vladivar.com
Vladivar Vodka is the number 2 Vodka in the UK, aimed at females aged between 18 - 34.
Online Objectives:
- Develop a website concept that would establish Vladivar as the lifestyle brand amongst sociable 18-24 year old women
- Facilitate collection of consumer details for use in CRM activities
- Increase brand awareness
- Build the personality of Vladivar and create a 'point of difference'.
- Integrate online activity with consumer PR, on-trade, and advertising activity.
Key Messages:
- Invitation to party
- You call the shots
- Vladivar is the vodka that says "do your own thing and be your own person"
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Execution Mechanics
The Flirt Campaign
- In collaboration with the appointed PR Company, a campaign to find the UK's biggest flirt' was developed.
- Competition promoted in National Press and Magazines and prompted consumer to enter online at www.vladivar.com
- Once at the site, visitors were presented with interactive options and items relating to 'flirting', such as a flirting quiz, tips, and the infamous 'Flirt-a-Gram'.
Alchemy supported the campaign online via related interactive content on the website which included:
- Interactive 'flirt' quiz - allowed consumers to put their flirting ability to the test by answering questions. The quiz then analysed their responses and provided them with an overall 'Flirt rating'
- Flirt-a-Gram - Viral Campaign - Involved users entering the details of the person they 'fancied' into an online form. The user then selected a message, which the system then fired off via email to the stated loved one. Once received, the loved onerecipient had the opportunity to guess who sent the message by visiting the site and entering the suspected senders' details.
If he/she guessed right, both parties received an email saying that they were right. If not, the new person was then sent an email for them to enter the details of the person they 'fancied' …and so the message spread.
The campaign was unleashed with a number of prize incentives to get flirting, with the biggest flirt receiving £500 to go on a shopping spree. Entrants were logged to a leader board so they could view their performance against other entrants to compete for the top position.
Alchemy promoted the campaign externally via:
- Negotiated contra deal with Love@Lycos, sponsors of 'The Flirt of the year' competition on the Vladivar website and drove traffic to the site from Love@Lycos via Run of Site (ROS) banners and hot links.
- Employment of an editorial competition campaign that ran on 10 target audience websites. The partner sites included online properties such as Virgin.net, Cosmopolitan, Tiscali, LivingTV, Femail.co.uk, NewWoman, Supernet, Zoom and Red Direct.
- Registering the competition with competition indexes such as Loquax, UKCompetitions and Win On the Web.
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