Campari America, a leading spirits brand, partnered with mobile rewards platform Kiip to help end the drinking and driving epidemic. The brand wanted to promote corporate social responsibility (CSR) by intercepting consumers at the time they were most likely to drink and drive and offer them safe alternatives. It used a rewards app to offer Lyft coupons to on-the-go consumers in neighborhoods with a high concentration of bars and restaurants.
Objective and Context:
Campari’s key objective for the campaign was corporate social responsibility (CSR). It wanted to promote CSR by intercepting consumers at the time they were most likely to drink and drive and offering them safe alternatives. The brand’s challenge would be figuring out which messages were most likely to connect with these consumers. The brand believed that a “get home safe” message would be the most effective.
The target audience for the campaign were Millennial spirit consumers ages 21 to 34. Through the mobile app, Campari could reach them across multiple verticals at times when they were on the go and most engaged with their phones. Kiip could then segment the audience by age. Age-gated units were used to ensure that reward recipients were 21 and over while also accessing interests and real-time location data. This meant that Kiip could locate the moments in which of-age consumers were apt to drink.
Select apps included:
Overall Campaign Execution:
The campaign increased Campari’s brand awareness and advocated CSR by encouraging consumers to drink responsibly. For example, if a user was on his/her phone at a sports bar using the app 365scores to check out the latest plays, a reward sponsored by one of Campari’s three brands would pop up. The reward might be a $5 discount on a Lyft ride. The user could then enter his/her email address to redeem the reward and would promptly receive an email with a unique code for the Lyft credit. By providing the solution via a ridesharing credit, the campaign made it easier for Campari consumers to make responsible decisions.
Sample mobile moments when messages were sent included:
The entire campaign budget was allocated to mobile. By focusing on mobile, Campari and Kiip were able to access real-time location data. The companies could see when users were on the go in neighborhoods with a high concentration of bars and restaurants, and therefore more likely to drink. This would not be possible through other digital media, such as desktop or broadcast.
Users responded positively to the campaign. Aside from logging favorability in the Nielsen study, they demonstrated approval across social media channels and through appreciative emails to the support team. Marketers hoped to increase consumer engagement by 4 to 6 percent, and the campaign exceeded expectations with an increase of 33 percent. Compared to the industry standard for mobile banners and interstitial ads, this was a significant increase. Additionally, SKYY Vodka received a 48 percent brand lift and Wild Turkey received a 55.8 percent brand lift.