Beefeater Distillery wanted to create a London-themed limited edition bottle which brought to life what London really means to residents of the city. Through crowd-sourcing, they reached out to students asking them to take photographs of what London means to them. The winning photos became part of the limited edition bottle #MyLondon, and arranged to the iconic Beefeater guard.
The campaign was further amplified through in-bar competitions, inviting people to share London images using hashtags on Instagram and Twitter. We created online management sites for each hashtag which pulled down every image under the hashtags to enable protection of brand equity and allow Beefeater to repost on social media and consequently judge the winners.
The campaign opened new doors into extended distribution and greater share of promotional activity programs and importantly the uplift stuck.