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Concept Baker, Slug Shaker, Cocktail Maker, Data Taker.

Stonegate Pub Company

Well known bar group Slug and Lettuce had reached the grand old age of 30. To mark the milestone, the 74-strong group need an innovative concept to engage their demographic in the celebrations. The idea would have to involve all venues and increase brand awareness. It would require a creative agency to meet the brief, one who could come up with ingenious ideas and have the technical ability to put them into practice. In stepped Clock who wowed the Slug and lettuce chain with their unique concepts.

  • 1,000 cocktails invented and submitted in the first few days alone
  • Over 10,000 votes
  • Increased footfall by across the venues

Slug and Lettuce need to shake things up

The team at Slug and Lettuce were aware that reaching a wide range of customers and prospects would be difficult. The challenge was finding a concept to engage all of their target market across a wide demographic.  They needed to offer something fun, interactive and ultimately rewarding.  At the heart of the campaign was a desire to offer their customers old and new, a positive brand experience.  They wanted something fresh which would increase footfall as well as their database. When they saw previous projects Clock had completed, they knew they were the agency for them.

The fully responsive campaign site also worked beautifully on mobile devices

Clock blend the right ingredients

To celebrate the big 3-0, Clock created a microsite where users could make their own virtual cocktail, with the winning concoction making it onto the Slug and Lettuce Classic Cocktail Menu and sold nationwide!
Making it easy-peasy to play was essential. The cocktails were created, named and shared on a dedicated gallery where users could vote for their favourite masterpiece. 

Reward platform expertise in practice

Clocks Loyalty programme experience was instrumental in the ease of delivery.  Engagement was rewarded with:

  • Every cocktail entry received a 2-1 cocktail voucher
  • The winning cocktail from a shortlist won a cocktail-making masterclass for 10 people at their local Slug & Lettuce.

 

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 thousands of times across Facebook and Twitter channels, spreading the brand virally. The incentives meant that footfall increased at venues with the redemption of the 241 vouchers. In addition, the meaningful data captured will be essential for future marketing.  Slug and Lettuce were absolutely elated with the measureable results they had as a result.

The first step of the slug shaker cocktail maker was to choose your glass

The Site

If you are quick you may still be able to see the site and results on: http://www.slugshaker.co.uk/