Two weeks ago, I was lucky enough to be a guest at Bootlegger 21 Homage to Harlem Glamour. The event, a launch party for Prohibition Distillery’s new Bootlegger 21 New York Vodka, was much more of a multi-sensory branded experience, than an alcoholic beverage launch party.
As soon as I walked in the venue at 76 Wooster, I felt like I was in a 1920s speakeasy. Everyone was dressed up in period clothing- including an actor at the front door dressed as a Temperance preacher. He warned me to stay away from the “evil spirits” inside.
Needless-to-say, I ignored him and continued to explore this intriguing branded experience.
A variety of entertainers kept the guests engaged throughout the night- including a jazz band, pianists, tap dancers, and even a burlesque performer. Not only did these performers add to the atmosphere and engage guests, but they also gave people something to talk about both at the event, and online.
There are three things marketers can learn from this branded experience:
1.) Give a lot. Get a lot. – When Prohibition Distillery designed the event, it seems they focused less on pushing their product, and more on creating a branded experience with their audience in mind. While the brand was present, it felt more like a meal compliment than a main course. This approach felt genuine, and made me more likely to share my experiences with friends.
2.) Build it. Use social. And they’ll come. – The main way Prohibition Distillery promoted the event was through the social commerce company, Living Social. The company sold tickets for $35/person, and… Ba da bing! A few days later over 700 gangsters and flapper girls were at the event.
3.) The details make the experience. All five of my senses were activated, creating a highly memorable and positive experience that I associate with Bootlegger 21.
Do you have any recent examples of great branded experiences? What made them great? Share below, and let’s start a conversation!
-Ryan
**Note: Prohibition Distillery gave me three free tickets to the event.
