New Martini campaign embraces emerging technologies

To mark its 150th anniversary, Martini has launched a digital campaign that will reward selected European consumers with tickets to a glamorous gala celebration event in Lake Como.

Martini has launched the ‘Get on the Guestlist’ campaign across 10 European countries

In a bid to drive the its international consumer-base, Martini created the ‘Get on the Guestlist’ campaign which allows consumers to vie for tickets to the landmark anniversary event through an interactive video.

The video – which can be accessed through a dedicated website or Facebook app – creates a scenario which requires entrants to showcase their ‘Luck is an Attitude’ approach by persuading digital door staff to let them into the gala after losing their ticket.

Shot from the entrant’s perspective, the interactive film uses a voice to text recognition feature through Google Voice Search which allows entrants to speak directly with digital staff. They will then be judged on how they ‘Get on the Guest List’.

The journey is personalised through the use of details found on the consumer’s Facebook account, including an individual party invitation, digital passport, and a map which illustrates the Lake Como trip.

Entrant who provide the best responses will receive two invites allowing them to attend the exclusive Martini 150 Anniversary gala celebration in Lake Como, Italy in September.

‘Get on the Guestlist’ has launched in 10 European markets and is hosted on both the Martini Facebook page and martini.com/150.

Nadia Kokni, global communications director for Martini, said: “We are excited to be one of the first brands to use this emerging technology as part of 150 anniversary campaign to deliver a rich and immersive experience for our fans.

“By inviting them to demonstrate ‘luck is an attitude’, we offer them a unique chance to celebrate with us on the shores of Lake Como.”

The campaign is running in Italy, the UK, Germany, Austria, Belgium, the Netherlands, Spain, Portugal, Poland, and the Ukraine.

Each of the 10 markets will have differing quantities of grand prize event invitations for consumers to win.