Bigsmall
Online portfolio 2008

Contact us:
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hello@hellobighellosmall.com

http://www.linkedin.com/in/darrensimpson
http://www.linkedin.com/in/thaisdelcanton

Small "Using Facebook to create a community didn’t feel like we were brand spamming, members got excited about joining the group."

Challenge
The aim of this project was to elevate Drambuie from a dated, after-dinner drink (consumed mostly at special occasions) to a vibrant, younger brand, proud of its past and excited about the future.

Along with a new strategy, Drambuie also wanted to create a buzz around an integral event organised and sponsored by them every year – the Drambuie Pursuit. The digital presence should therefore create a platform that would advertise the Pursuit to a younger male audience, encourage registration for the following year as well as present engaging content and experience.


Concept
In order to develop a strategy that would fulfil all the brand’s repositioning needs, Drambuie’s digital presence had to integrate more than just a new website. It was imperative that a strong community be created to encourage users to explore not only the brand, but also all the activities organised around it.


Execution
Our solution was to create a site divided in two main sections – day and night, to allow users to experience the Drambuie Pursuit (day) and Drambuie Den parties (night). To stimulate participation in both events, we supported the site with a Drambuie Facebook group, allowing us to build a strong community feel amongst the core target audience.

We also incorporated branded YouTube channels to support various sections of the site and encourage members to create content and interact within the community. One channel presented a platform where users could upload original audition videos and Den parties’ footage, which would then be voted on by other groups. Another channel incorporated a video blog, featuring our head of the clan, created to allow our audience to follow the various preparation phases leading up to the Pursuit.