To grab the attention of the New Year’s Eve crowd, Cîroc partnered with Uber to give away free rides in exchange for tweets. Uber announced in December it would put aside $100 in free rides for every tweet hashtagged #CirocTheNewYear pledging to never drink and drive. Cîroc regularly tweeted updates about their progress towards reaching the goal.
The campaign – featured as a Flash of Genius in our 2014 Digital IQ Index: Spirits — gathered 10,000 tweets by December 31, impressive considering Cîroc had only 40,000 followers at the time. It also hosted events where attending celebrities such as Zoe Saldana and Sarah Michelle Gellar pledged to tweet and support the cause.
Just after midnight on January 1, Cîroc ambassador Sean “Diddy” Combs released a video announcing the $1 million raised in safe rides, and giving out a promo-codes for $25 for new Uber users.
In 2012, Cîroc had teamed up with Esquire to give one filmmaker a chance to direct a television commercial about safe rides. It aired on national television on December 31 that year. By soliciting fan participation and continuous posts on social media echoing a single message, Cîroc was able to extend the life of its campaign beyond a television ad. Multimedia efforts such as this one can be opportunities for Spirits brands, who spent $192 million on television in 2012.