The idea was to reach the 200 most influential people on social media, who would create branded talk among the target audience. We chose Facebook as the core medium. We created an application around J&B’s disco ball, where people competed against each other, in terms of their popularity.

The goal was to make the most colorful disco-ball. As your friends accepted your invitation, their profile pictures started to appear on the small mirrors of your disco ball. More friends made your ball get more colorful and make you one of the 200 most influential people to join the J&B party.

As 'the Ultimate Party Whisky', J&B has long been famous for organizing spontaneous and unusual parties worldwide. Likewise, it decided to make an underwater party at the biggest aquarium for the New Year 2010 in Istanbul.

We were briefed to announce this party in an unconventional way.Our strategy was to create a community of J&B advocates and let them talk about the party in their social network to create word of mouth.We also aimed to direct people to the J&B website and let them sign up to the database.

'J&B My Party Ball' application became popular among a selective audience in a short time.

It was downloaded by more than 8.000 people on Facebook.Over 20.000 profile pictures were added on J&B disco balls.In 6 weeks, the number of people in the J&B database increased by 47%Most importantly, the people engaged in the party were a selected group from the most influential people in social networks who became J&B advocates.

We wanted to announce the party in an unconventional way. For this we needed the most influential people in social networks and turn them into J&B advocates to create word of mouth. We deliberately used Facebook as the main medium.

The application worked as a popularity contest where thousands of people competed, but only the 200 most popular won the party tickets.J&B disco ball stayed at the heart of the application and the publicity created on social media. When people downloaded the application, they also signed up to the J&B database. The J&B database grew by 47%