BrightLine, provider of interactive television solutions for entertainment and advertising, announced the launch of the first-ever interactive television campaign for a female-focused premium spirits brand, created for Skinnygirl Cocktails. Viewers looking to “Drink Like a Lady,” can tune into DirecTV channel 112, 24 hours a day from 6/4 through 6/10, for inspiration, entertainment and enrichment through a variety of engaging interactive features.
“We wanted to engage with our Skinnygirl consumers in an entirely new way,” said Deb Boyda, general manager for Skinnygirl, Vodka and Cognac at Beam Inc. “Our data and experience led us to realize that creating an engaging interactive television experience with the brand will only foster deeper awareness and loyalty.”
The campaign includes the first custom-created commercial spot, PSA and new product announcements straight from Skinnygirl creator Bethenny Frankel. It also includes a wide array of interactive activities where viewers can quench their thirst for everything Skinnygirl Cocktails including:
-Meet the New Girls – A dynamic product page introducing the new flavor “personalities” where viewers can scroll over bottles to reveal drink profiles and details.
-Take the Quiz – The New School of Rules Quiz invites viewers to test their knowledge of modern etiquette, successfully navigating sticky social situations using the Skinnygirl Cocktails wit and wisdom.
-Get Recipes – A robust collection of food and drink ideas that showcase the versatility of the Skinnygirl Cocktails family through a series of low-calorie, simple recipes that complement each drink. A mobile integration encourages viewers to text in the name of each recipe and receive a list of ingredients to use as a grocery list on the go.
-Skinnygirl Cocktails Party Calculator – Viewers looking to create their ultimate bash choose from a selection of elements (Number of Guests, Formality, Occasion) to calculate their perfectly personal party, with a signature drink to match.