In order to launch Seth&Riley's GARAGE new “hard drink,” the agency organized a PR party – American “garage” style.
Among guests were popular bloggers, journalists and opinion leaders. Brand representatives shared stories about how the brand was invented, secret tips on how to make cocktails, and guests had the opportunity to try new drinks and traditional American snacks.
During the event, guests could take pictures in the photo corner and share images on Instagram. Those who received the highest number of “likes” during the party got a box of Seth&Riley’s as a gift. Each guest had a chance to get his portrait drawn by a caricaturist. And a live performance of the Яnkey band singing classics of American rock music provided for an impressive ending to the party.
1. Overall reach exceeded our goal by 2.5x
2. Audience interaction with content created by bloggers and opinion leaders exceeded estimated results by 4x.
3. Content created by bloggers, opinion leaders and public figures formed 80 percent of overall reach.