The idea was to use the collective spirit of their fans and members to participate in the ‘Baileys Fund’
Brief
Baileys is widely reputed to be the most successful new spirit to be introduced anywhere in the world in the last 30 years. The brief was clear: engage more customers to the coffee-whiskey-milk based drink by using innovative technology and the use of social media.Execution
BOD received the brief from our friends at BBH and designed several options presenting the idea. The idea was to use the collective spirit of their fans and members to participate in the ‘Baileys Fund’ challenge in which people would share with one another their enjoyment of the drink in exchange for points. As they collected more and more points, users would be rewarded with tickets, vouchers, and discount codes for both Baileys and their supporting partners’ products. The ‘Baileys Fund’ page on Facebook wa the hub for all users and enabled them to collect and use their points as well as interact with their friends and other participants.In a move to shift the participation from online to outdoor venues, iPhone apps were introduced which allowed contributors to record their points whilst they were enjoying Baileys in a bar, pub, club or at dinner with their friends.
