DeKuyper Targets Influencers with MixMaster Challenge
To generate a pool of innovative cocktail recipes that are original and easy to make at any account where the product is served, and to enhance relationships with nightlife influencers, bartenders and media, DeKuyper launched the MixMaster Challenge, a program that incorporated 12 qualifying competitions in key U.S. markets to identify candidates for a national showdown event.
The bartender from each market who had won the preliminary competition by creating the best drink recipe moved on to the national competition in New Orleans, held at one of the Big Easy’s hottest nightspots. At the venue, brand ambassadors greeted guests and distributed ballots. Throughout the club, the brand placed tasting stations, each featuring one of the 12 winning drinks from the qualifying rounds. The bartenders competed against each other for the best scores from celebrity judges, using a different randomly chosen DeKuyper liquor each time.
The program garnered 42 media placements for the national finale, 31 regional media placements, four trade placements, three placements in popular blogs and earned a total of almost 94 million impressions.