Bacardi: Martini DJ Bot

Bacardi, an alcoholic drinks brand, created a Facebook chatbot integrated with Spotify to connect with millennials in the UK via bespoke playlists, and provide them the summertime feeling as winter approached.

Agency: Proximity London

Objectives

MARTINI needed to move away from an image of 80's Italian glamour and re-connect with a new Millennial audience on social. This was especially vital at start of winter, where the brand traditionally sees a sharp decline due to shorter days, reducing the after-work ‘Aperitivo’ occasions it wants to own

With Millennials increasingly less engaged on traditional social feeds, and alcohol brands facing heavy restrictions on what they can say, MARTINI couldn't just show up. They needed to provide real value. With the brand intrinsically representing summer, we needed to find an innovative way for...

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