Today, we released a new APAC-focused supplement to our 2013 Digital IQ Index: Spirits report. This supplement, the first of its kind, assesses the digital footprints of 52 global and 5 local Spirits brands in China, Japan and Taiwan, quantifying each brand–in each market–based on Site, Digital Marketing, Social Media and Mobile efforts. Though the brands in each of the markets varied slightly (27 in China, 30 in Japan, 25 in Taiwan), the top performing brand in all three was French Cognac maker Hennessy, which earned its No. 1 rankings for strong mobile-optimization, cross-platform integration and creative localized content.
A particularly successful localized effort for Hennessy involved a series of offline events entitled, “I Can Shine,” held at Chinese clubs and bars from January to May 2013, to promote Classivm–a spirit developed solely for the Mainland market. The “I Can Shine” app, made available on both iOS and Android, allowed users to upload their own Classivm-related videos and also made them tag-able by location, creating the feeling of a connected community. From December 2012 to February 2013, Classivm fans were given the opportunity to scan a QR code to download the app for free and create a 10-second video with custom effects, location tags, and contest entry options.
The “I Can Shine” campaign let fans track the location of videos via the app’s LBS functionality and unlock it, revealing additional content and features. Hennessy’s app did a good job to integrate social media as well, prompting users to join the conversation on Sina Weibo, where they could vote and share the videos for a chance to win prizes. The simplified Chinese hashtag for the campaign, #新点能亮拍#, generated almost 25K mentions on Weibo. On the physical bottles of Hennessy Classivm themselves there was another scannable QR code that fans could activate for “Level Up” membership program points. The popular program leads fans to a Hennessy microsite for point redemption for a variety of gifts, including Sephora cash cards and Apple TVs.