Will James Bond Finally Change His Drink Of Choice?
By: Faraaz Mohammed - Ali
This is a student concept for a Sheridan Pilon School Of
Business Digital Marketing Course.
This campaign is created for the 1800 brand. The main social media for this concept is
Youtube, as 1800 has achieved the highest volume engagement through Youtube
(millions of views). In this idea, a
video will be created using the most recent James Bond, Daniel Craig. In their marketing material for the 1800
Tequila, the brand often mentions exchanging your drink for one of their
Tequila’s. In this way, in the Youtube
videos, James Bond will be on a mission, doing his usual beating of villains,
and just when he’s finished, he’ll stop at a local bar and order his favourite
drink of choice, a Martini, shaken, but not stirred. The bartender will make the drink, but not
before taking a sip of his 1800 Tequila.
Upon seeing this, James Bond will ask the Bartender what he’s drinking,
and the bartender will hand him the bottle.
At this point, Bond takes a sip and tells the bartender to hold on to
the martini as he leaves the bar, 1800 Tequila in hand.
The goal of this marketing video will be to surpass the
highest viewed 1800 video, with 10 million views. Furthermore, the goal will be to convert this
high number of views to actual subscribers as well, with a goal to net at least
5000 subscribers out of the video. This
video will be launched alongside Summer, in the month of June.
This video will be posted on Youtube, however it will be
shared amongst other 1800 Tequila social media pages, primarily Twitter and
Facebook. The goal is to use this video
to increase engagement on both these platforms, especially Twitter, where the
brand has less than 1000 followers.
Promotion of this video is following a vein similar to that
of the Ray Liotta video. Daniel Craig
and his James Bond are centre stage here, and 1800 Tequila is a very small
player. Even without the tequila brand,
people would enjoy the video, and as such share it with their friends and
familes. This is a way for 1800 to
capitalize on entertainment value without being the area of focus on the
video. If enough people see James Bond
without his signature Martini, it could rouse their interest to engage with
1800 through its various social media platforms, if not go out and buy the
drink.
The target audience for this promotion are young individuals
of legal age to drink alcohol.
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