Martin Miller´s Gin. Ice VS Fire

Client: Zadibe Group
Product: Martin Miller´s Gin
Campaign: Ice VS Fire
Year: 2014

The Ice vs. Fire campaign for Martin Miller’s Gin consisted of a social media contest between two characteristic features of this premium gin: ice and fire.

In order to take part in the battle, users were required to choose between the two elements and post tweets in support of one team or another, by using the hashtags #HieloMartinMillers or #FuegoMartinMillers. To encourage users to join in, 10 Martin Miller’s Gin giveaways were raffled off at random among tweeters who posted using any of the two hashtags.

Users could view the support drummed up by each of the two teams at the microsite www.hielovsfuego.com, which was automatically updated to reflect the percentage of winning votes.

Our real-time big data processing engine, Guud, was used to capture the number of times the hashtags were used, in order to give the teams credit for the votes. This tool was also used for all of the logistics involved in selecting and contacting the lucky winners of the 10 giveaways via Twitter’s automatic reply feature.

The winners were selected as follows: throughout the period of the campaign, different times were chosen at random (e.g. 10:15 a.m., 1:45 p.m.) in which the first user to send an original tweet (not a reply or retweet) who had not already won a prize would be named winner.

When Guud’s algorithm detected a winner, it auto-followed the user in order to exchange direct messages. An auto-reply was sent to the user with a pre-drafted message along with an image indicating that the user had won the prize.

The Ice vs. Fire campaign is noteworthy not only for its visual appeal, but also thanks to Guud and its use of two attention-grabbing dynamics that are great for generating engagement: surveys using hashtags and/or mentions (which keep a reliable tally by each unique user and/or per day, enabling the detection of spammers) and the use of auto-replies (which allow us to send messages to users automatically on Twitter based on certain criteria).

Results

The votes tallied amounted to 534, with 298 unique users, reaching 183,665 people during the two-week campaign.

Most of the tweets were original, that is, they weren’t retweets, giving the campaign significant visibility.