THE FRIENDS' SHARE
Winner of the 2010 Diageo European Brilliance Award, this totally online campaign was exceptionally successful. The biggest recruitment drive ever undertaken with The Classic Malts in the UK, the aim was to recruit 40k new consumers to the database. That target was smashed, with 29k new recruits in our first week - and an ultimate total of 61k. Over the six week campaign period, the site received 171k visitors, spending an average of four minutes on the site.
By signing up to become a Friend of The Classic Malts, consumers could download either a voucher for a free dram in one of 150 participating pubs or one for £4 off a 70cl bottle in their local supermarket. If they went on to fill in more details, they could increase their share and be in with the chance of receiving a miniature, or even a full bottle.
This digital promotion included expandable banners with a live countdown ticker, facebook activity, emails and the campaign microsite itself. There was also the option for new sign-ups to post the campaign to their facebook wall, twitter feed, digg or delicious social bookmarks.