Situation

As the #1 beer brand in DR and the Caribbean, we are always encouraging people

to share a beer with the ones they love. But for valentine’s day we wanted to do the

opposite.

Brief

Create a digital campaign to invite people to share a beer

with their friends and loved ones.

Objectives

- Encourage consumption

- Change the cliché L.O.V.E conversation on valentine’s day.

- Provoke celebrities to get free mentions

We looked up for the most hated Dominican influencer on the internet

and with almost zero effort, we found June Gomez a digital comedian who’s

favorite hobby is to impersonate and make fun of celebrities.

With a public provocation we challenged him to offer a beer to all

of the celebrities he’s bullied before as a form of making peace with them

on Valentine’s day. Our goal was to get free mentions of the celebrities

who were provoke by June.

To keep the conversation alive we posted digital content giving reasons

to our users to publicly admit they owe some beers around and of course,

we also organized a public event for them to pay them.

Target audience

Dominican celebrities and beer consumer under legal drinking age.

Approach

Our message was sent through all of our social media channels and then

we organized an event in a very popular drinking venue of the city

of Santo Domingo.

Implementation

We posted a video on our social media channels exposing June as the main subject

in the blacklist of many Dominican celebrities, challenging him to make peace with

them with a beer.

After we placed the conversation, we organized an experience for our consumer

to get together and also pay the beers they owe to their friends

Timeline

From February 12th to the 14th

Placement

Through all of our social media channels and an event in a very popular drinking

venue of the city of Santo Domingo.

Scale

The message was shown to all of our users and got more exposure within

all of the communities of the celebrities who joined the action.

Business impact – sales, donations, site traffic

Hundreds of people joined us at an open event we organiced on valentine’s day for all

the beer lovers who where blacklisted, so they can have a great space to meet up

and pay their debts.

Response rate

290k reach

Impressions

2.9M just in two days.

Change in behaviour

We challenge June Gómez to change the jokes and the bullies for one day

and make peace with a beer.