Grey Goose Cherry Noir Vodka Goes Social
A digital program was created for the new Grey Goose Cherry Noir vodka designed to drive content consumption and social sharing/engagement around Grey Goose Cherry Noir on Instagram and Pinterest.
The campaign centered around the fictitious Hotel Noir where fashion, music, and mysterious characters intersect. Grey Goose announced a new themed Hotel Noir story “chapter” each week, inspired by the themes and events in the Hotel Noir video. The Instagram photographers released a unique set of photos inspired by the chapter themes, creating a constant evolving Hotel Noir story of their own throughout length of the campaign. Each photographer’s photo story was featured on greygoose.com and Instagram as it unfolded. Users were encouraged to create their own #hotelnoir stories on Instagram or Twitter.
Each weekly chapter was accompanied by a Pinterest board which expanded on the narrative, using beautiful imagery and intriguing content to draw Pinterest users into the Grey Goose digital ecosystem and add content from around the web.
See the Hotel Noir Video by A-trak
The Grey Goose Cherry Noir "Hotel Noir" campaign was the first time a nationally recognized spirits brand utilized Instagram photographers or the Pinterest platform to help craft a campaign story, and amongst the first to even have a presence in these channels.
