AGENCY: LiveXtention Srl, Digital Magics group, Milan, Italy

CLIENT: Illva Saronno Spa

CAMPAIGN: The Mixing Star

The brief

Disaronno is the most popular of the Italian liquors in the world. It is often drunken straight or on the rocks, while its potential use as an ingredient for cocktails is forgotten. Illva wants to tell a new way to have Disaronno: as a versatile product, ideal for mixed drinks and cocktails. The target audience of The Mixing Star are bartenders, which become natural Disaronno’s brand ambassadors for consumers. Bartenders have to be addressed by a prestigious international initiative, to make them loyal to the brand and to satisfy their desire to be the center of attention.

The solution

The Mixing Star is an international bartender competition to select the new Disaronno signature cocktail. The bartenders recruiting and subscriptions happen exclusively online. Among all the subscribers who submitted their cocktails, 24 bartenders are selected for each of the national challenges (castings), held in prestigious locations in the major European cities. Countries involved: Italy, United Kingdom, Belgium, The Netherlands, Germany, Greece, Russia. In the USA, the selected bartenders take part in Educational Seminars held in 5 States.All the recruiting in all the countries has been made via web, with contextual targeting (Google Display and Search), by likes/interests (Facebook), and with a professional Facebook app (Mixing Trivial).Social media activity is based on the Facebook page, Twitter, Flickr and YouTube profile, with even direct messages (via Facebook) to selected bartenders in certain countries.

The results

…with a bit more than 100 thousand euros of media budget for all the countries

Web site www.themixingstar.com160,000 unique visitors 740 bartenders subscribed (178 US; 37 Belgium and The Netherlands; 71 Germany; 70 United Kingdom; 36 Greece; 290 Italy; 58 Russia) Official The Mixing Star profilesTwitter: 654 followersFacebook: 1,800 LikesFacebook app Mixing Trivial (5 languages): 150,000 tests doneYouTube: 20,000 viewsFlickr: 2,000 viewsThousand of messages and interactions each day on all the items which are published online, first during the recruitment phase and then during the casting sessions

Digital plan•Facebook:•Impressions: 235,159,151 •Clicks: 68,057Google Display •Impressions: 143,487,442•Clicks: 169,276

Official site www.themixingstar.com

www.themixingstar.com

10 options of choice (languages/countries)

Italian homepage

Social media. Official Flickr and Facebook

Facebook – Official Page

Flickr – The Mixing Star

Facebook App

Facebook app Mixing Trivial

Test in 5 languages to find out if you really are a professional bartender

Official YouTube and Twitter

YouTube

Twitter

Facebook ads

Greece

Google Display Network ads

Russia

The casting sessions