Diageo was looking for a new way to connect with consumers online. TheBar.com was Diageo’s first cross-brand marketing platform that connected consumer data and insights across the entire Diageo brand portfolio. TheBar.com featured an interactive Bartender named jack who would answer consumers questions, tell wild stories, and make interesting cocktails, all while learning their drink and brand preferences to target them in the real world and connect them to local retailers, restaurants, and events hosted by Diageo brands.
Marketing Elements: Virtual bartender entertainment platform, website, video content series, digital media campaign, consumer promotions and retail POS.
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