Absolut wanted to reinvent how consumers sampled their products while out socializing and reach millennials with their message at the exact moment of consumption. Ultimately, they wanted to acquire new product loyalists as well as increase on-premise sales.
The brand partnered with Gratafy to create “The Bartender Bot”, which was an innovative first-to-market Facebook Messenger campaign. The bot allowed targeted consumers to interact with the brand directly through a chatbot, choose an Absolut cocktail of their choice, and receive a sample to redeem at a nearby bar or restaurant.
This virtual sampling campaign drove conversion from the digital world to the physical through on-premise product sampling and helped Absolut understand sales lift in key US markets. Gratafy was able to pass back critical consumer insights data to help inform key brand owners and guide future digital programming.