Ultimat Promo, Case study SOCIAL LIFE AUDIT by Amalgamated New York, Stink

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Industry Vodka
Media Promo & PR, Case study
Market United States
Agency Amalgamated New York
Agency Stink
Released November 2011

Credits & Description

Category: Best Use of Social Media Marketing
Product/Service: VODKA
Media Agency: IKON3, New York, USA
Media placement: Social Media - Facebook - November 15, 2011

Insights, Strategy & the Idea
Patron Spirits wanted to do a campaign to raise awareness of their new super premium Vodka, Ultimat. Our target was white collar professionals who can afford super premium vodkas. But due to the economy these white collar professionals are working more and more and going out less and less. That led us to the idea behind Social Life Audit. You can usually tell how much fun someone’s life is by looking at their Facebook. What if we could use technology to automate that process and gave you a pass/fail grade?

Creative Execution
Social Life Audit used state of the art technology to analyse your Facebook photos and ‘check ins’ to see how much fun you were having. Using Face.com’s facial recognition API we created software to detect the mood and gender ratio of photos. It could detect fake smiles vs regular smiles by looking at the position of your eyes in relation to the position of your lips. It could detect if you were making an angry face or if you were making ‘duck face’. We partnered with the Access Network to get access to a database of over 2.5M of the hottest bars and night clubs and used that database to cross reference your Facebook ‘check ins’ to find out you were going out to the right places. The results of your audit were sent to you through a series of info graphics that you could post to Facebook. From there, users could audit themselves against a Facebook friend to see who had a better score.

Results and Effectiveness
Social Life Audit quickly made a big splash generating over 70M earned impressions in the two weeks after it launched. Over 400,000 people have visited SocialLifeAudit.com and the results have been shared racking up millions of impressions on Facebook and people spent over 4 minutes reviewing their Social Life Audit results.