I was perusing the blogs today and rolled across B. Bonin Bough's post on what I think is one of the best communication strategies I have seen in a long time. Enter the Buzz Launch Formula.
While it is not visually appealing (could use some art direction and sit in an Experience map format) it drives home a fantastic approach to the latest ways consumers consume media. The above chart outlines the societal call to action to help America figure out the drink for them.
They are bringing together an expert panel of behaviorists, mixologists and tasteologists, who will survey the drinkers of America in their natural habitats: bars and liquor stores. They will also be our viral launch team, which will announce the creation of the new science. This will help people identify the drink for them and eventually drive people to take an online survey.
a combination of PR and social media outreach use a survey as a platform to discuss people's deeply rooted drink preferences.
The tactical roll out seemed to be spot on for this audience....every touch point, allow consumers to discover "The Drink for You."
Point-of-sale:
- In store: a kiosk machine will be placed in areas where the target audience shops. When consumers have completed entering their data, the machine will allow them to email and/or text the drink to themselves and friends. Then a coaster -- that doubles as a coupon -- of the "Drink for You" will be given to the consumer.
- In bar: a similar kiosk will encourage the consumer to complete a short questionnaire and deliver the "The Drink for You" on a branded coaster that can be given to the bartender to serve the drink on. The machine will give the user the option of emailing and/or texting the drink to friend or themselves. He or she could also print multiple coasters for their friends and take them home with them at the end of the night.
Mobile: When someone receives a text from a friend -- which could be sent via online, kiosk or other cell phones -- the user will be prompted to answer a series of questions by texting back and forth. These questions will determine "The Drink for You." In the final response, users are sent their drinks. When users are finished, they can email it to themselves and/or friends. They will also be able to forward the drink text to friends, who will then be prompted to answer a series of questions. Diageo then interacts with consumers, literally wherever they are.
Banner/advertorial: Diageo will buy banner ads on target-specific websites. When the user rolls over the banner, it will drop down to have an aggregator of recently created drinks. The series of questions will also be housed inside. The user will then have the ability to develop the drink while remaining in banner.
Social media: To gain ubiquitous awareness, we will create a digital coaster of a chosen drink that links back to "The Drink for You" creator. This will become a consistently recognized stamp and proof of Diageo's commitment to drinkers everywhere. Users can post their virtual coasters to their blogs, use it as their profile pictures, amend their email signatures, forward it to friends and print it for use at their next outing.
Surround search and outreach: Focus on terms, from drinks to dating to recipes. Distribute/pitch content, stories, data and "TDFY" generator widget to top results
PR: Leverage the scientific nature of the questions with a Diageo behaviorist available for commentary on how tastes drive everything from behavior to success. As data grows, we get an aggregate insight into the taste buds of America and one day the world.
Pursue online partnerships and celebrity tie-ins: As the movement explodes begin to compile celebrity drinks. Hold drink compatibility parties. For example, a Match.com partnership may include a series of parties where matches are found based on tastes, a la "what does you next date taste like?"
all together this is a great way to approach an idea. Weighing all the media options as I often do it is interesting that the above does not approach this from a TV-centric though process of throw up a commercial and get awareness... the engagement is baked in an knows that awareness alone is not enough to sell product.
