Slug and Lettuce turned 30 years old in June and to celebrate Clock launched a month-long cocktail competition - Slug Shaker, Cocktail Maker.
The well-known and well-loved 74-strong bar group briefed us to design and implement an engaging digital concept and we did exactly that! To celebrate the big 3-0, we created a microsite where users could make their own virtual cocktail, with the winning concoction “Peachy Promise” making it onto the Slug and Lettuce Classic Cocktail Menu and sold nationwide!
It really was easy peasy to play. Users were instructed to grab a glass, add some spirit and shake it up to create their cocktail. Then, they were asked to give their unique cocktail masterpiece a name and it was shared on the Slug Shaker cocktail gallery where users were able to view all entries and vote for their favourite. In addition, every cocktail entry received a 2-for-1 cocktail voucher.
At the end of the celebratory birthday month, Slug judges picked their winning cocktail from the shortlist and the chosen concoction is now featured on the Slug and Lettuce Classic Cocktail menu. And as if that’s not enough, the winner won a cocktail-making masterclass at their local Slug & Lettuce to enjoy with 9 friends!
The campaign was a great success with over 1,000 cocktail submissions in the first few days alone and over 10,000 votes in total. The cocktail maker was shared across Facebook and Twitter channels, spreading the brand virally, and footfall increased at venues with the redemption of the voucher incentive. In addition, the all important customer data was captured as part of the game, increasing the Slug & Lettuce customer database. Finally, the concept meant that customers, new and old, engaged with the brand and saw it as what it is - fun.
On top of the microsite concept, creation and build, we designed and supplied supporting point of sale for all participating venues; designed and implemented a bespoke email campaign to the existing database and created a 6 week-long social media strategy.
The birthday cocktail campaign was a fun, interactive idea which not only helped to celebrate their special month but educated the public that Slug and Lettuce has a fantastic cocktail offering. Slug and Lettuce are a brand recognised nationwide and we’re proud to have delivered a fresh, responsive and user-friendly microsite as part of the wider birthday campaign.