Plenty of alcohol brands own the night. Why play in that crowded category when there’s plenty more hours in the day? St-Germain chose to own the daylife. To help jumpstart the brand in this unchartered territory, an army of friendly “Biketenders” was created to spread the word. The team reimagined an app built for efficiency to deliver something charmingly inefficient. In partnership with Uber, St-Germain mobilized top local mixologists to pedal hand-crafted cocktails to customers on vintage French porteur bicycles. They simply pedaled to your door with refreshing St-Germain cocktails for you and 20 of your closest friends, all at the tap of a button. Social media influencers participated readily — raising a glass and boosting awareness. Hashtag #Biketender aggregated content across channels.

The team used Uber’s API to allow users to dial up a “Biketender” just as you would a car. Biketenders were hand-selected from top, local mixologists to pedal hand-crafted cocktails to customers on vintage French porteur bicycles. They simply pedaled to your door with refreshing St-Germain cocktails for you and 20 of your closest friends, all at the tap of a button. These mobile mixologists were deployed in Seattle during two days, but the social buzz resonated throughout the world.

The Biketender activation reached an audience of 7.2M and doubled the industry average Instagram engagement rate. Positive sentiment was 53% during the campaign, exceeding industry averages by 77%. Demand was so high on day one that despite even the fastest of pedaling, the Biketenders simply couldn’t satisfy every request. Which made them all the more desired.

#Biketender trended on Twitter within two hours of launch. It not only became everyone’s favorite social media cocktail for the day, it became a new favorite word in the pop culture dictionary: the word “Biketender” was featured as one of TED’s “20 words not yet in the dictionary”.

But that wasn’t the only cultural footprint left by the Biketenders. St-Germain reminded us all that in the middle of our efficiency-obsessed, on-demand world, we can use the very technology that sits in our pocket to participate in an occasion worth raising a glass for.

The St-Germain brand stands for the good life. It believes in savoring the moment. So in a society where no one has the time to slow down, St-Germain brought the good life to people’s doorsteps. St-Germain Biketenders didn’t just deliver a product, they delivered a unique, authentic experience that brought consumers together to savor each other’s company over a finely-crafted cocktail. This created a sampling event in which people who have never even heard of St-Germain are left with a lasting, meaningful impression. And the amplification video put people all over the world in their shoes, creating more impressions.

The artisanal, maker movement was in full swing and St-Germain knew they had the perfect product for this fun-loving set of 25 to 24-year-olds “bon vivants.” The challenge was to get them to see the brand in the same light as they see their favorite dish or perfectly tailored jacket. This demographic has a nose for authenticity, quality and fun. It was also clear that while they embrace technology there was a certain yearning for unplugged moments with friends. St-Germain needed an idea that appealed to both digital and analog sides of their personalities.

St-Germain, a symbol of the good life, was getting drowned out by rowdy competitors with big budgets. The call to slow down and savor a beautiful moment was going unheard. So in order to break through the noise and reach and an audience in a meaningful way, we embraced social media and invented a whole new occasion to leverage it: Enter the Daylife – nightlife’s alter-ego. It’s a time when it’s perfectly acceptable to toast in the middle of the day. It’s a call to lock arms and enjoy a finely-crafted cocktail in your sunglasses with your fellow brunch-time sophisticants right by your side. The objective was to inject energy into the notion of day-drinking and put St-Germain’s signature cocktail on par with daytime classics like the Mimosa and Bloody Mary.