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BEST PRACTICES
Published: June 19, 2007
My Dream Pitch: Diageo (Page 2 of 4)
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Buzz launch

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A societal call to action to help America figure out the drink for them
We will bring 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.

Setting the stage

  • PR and social media outreach around survey results: Use the survey as a platform to discuss people's deeply rooted drink preferences.
  • The drink generator: Overlay survey data on top of the simple 20-question algorithm format that has created successful campaigns like Burger King's "Ask Vader." From a development standpoint, it must be extremely flexible to have the ability to exist on mobile phones, in banners, on kiosks and other data sharing formats.

      • Next: Tactical roll-out

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