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St-Germain
Biketender

RAN IN: United States

CLIENT
Bacardi North America Corporation

AGENCY
POSSIBLE - SEATTLE *Lead Agency

Carol Chapman, Associate Creative Director
Andrew Grinaker, Sr. Content Strategist
Ray Page, EVP, Executive Creative Director
Danielle Trivisonno Hawley, CCO, Americas
Shawn Herron, Creative Director
Dmitria Burby, Global Director, Performance Marketing COE
Nicole McDonagh, Associate Creative Director
Dan Carlson, Group Director, Strategy & Planning
Megan Murray, Senior Strategist
Brenda Fackler, Program Manager


SUMMARY

To keep the St-Germain brand in the spotlight, we stepped away from the crowded nightlife to create an event in broad daylight that had never been done before. We partnered with Uber to bring St-Germain bartenders to doorsteps, by bike. Our Biketenders served The St-Germain Cocktail throughout Seattle, delivering both a product and a moment to savor a new occasion: The Daylife. Demand spiked so high on the first day that we could only fulfill 4% of requests, and Biketender has become a new cultural icon.

CASE VIDEO


Hero Medium: Social Media

Medium Featured On Video: Branded Content, Consumer Involvement/User Generated, Events, Mobile/Tablet, PR, Social Media

Audience: Other

Objectives: Brand relaunch, reposition

Type: Business to Consumer

Classification: Local

Language: English