Another project, signed by IAKI, dedicated to the world of spirits. The agency has been involved in the phase of Facebook marketing strategy, creative design and production, starting from the new positioning of the product and the world to which it belongs: poker.
Sandro Marchetti, CEO of IAKI, outlines the most important aspects of the operation.
How did you get in touch with the client?
The first meeting with the Brand Manager of Chivas Regal goes back more than a year ago. They approached us to propose to think of an activity of digital and social media marketing that was going to involve their consumers using the leverage of poker, the world of reference to whom they were associating the brand.
What were the objectives you started from to design this Facebook marketing activity?
The main objectives were two: one was marketing, aimed at the sale of the product by placing the bottle of Chivas in “Drink to have” during games of poker with friends; the other was communication, with the aim of transforming the web users in the ambassador brand. With these assumptions, the proposal is oriented towards an easy Facebook marketing activating levers and instruments of the famous social network most suitable for our purposes.
What are the details of the project then?
Faithfully respecting the guidelines of the brand, we have proposed a presence on Facebook through the creation of the page “Chivas Regal Italy” dedicated to the product, but also to poker, strengthening the style of social and passion that goes around the ubiquitous game.
We have further supported the theme through a Facebook application, “The Chivas Poker Night”, dedicated to poker players. This allows you to organize social networks directly on a poker night with his friends, to choose the theme of the evening and the avatar fittest. The power of engagement and virality is given both by the passion that unites the poker players, is the ability to be able to download and print a voucher worth € 3 on the purchase of a bottle.