The campaign is designed to align with the LDA millennial’s lifestyle. It provides a platform for sharing experiences, and supports UV Vodka’s brand mission of helping consumers celebrate life’s moments with family and friends.
Consumers are encouraged to share their experiences by tagging #HOUSEofUV, aggregating the content into a dedicated Facebook app. The campaign also offers offline, experience-driven events, including in-market consumer sampling opportunities, surprise and delight promotions and a safe rides program.
Through an online content hub on the UV Vodka Facebook page, consumers can engage with other members across the country, via content curated from social media platforms, including Facebook, Twitter and Instagram. To enable celebrations, #HOUSEofUV will feature themed playlists that can be streamed or downloaded, cocktail recipes, giveaways and promotions, as well as direct access to UV’s product locator.
The campaign will include sampling events in six markets: Fargo, North Dakota; Lincoln, Nebraska; Madison, Wisconsin; Syracuse, New York; Champaign, Illinois and Lawrence, Kansas.
Brand ambassadors will educate consumers, while encouraging participation by rewarding them with a variety of surprise and delight promotional giveaways. Consumers across the country will also have opportunity to receive branded items — from sunglasses to headphones — throughout the year.
In-market activity will also include a safe rides program: a number of #HOUSEofUV branded and wrapped vehicles that will provide free, safe rides home from sponsored tasting events.
Each vehicle will be equipped with a video loop featuring #HOUSEofUV content as well as a GoPro camera capturing customers’ experiences that will be edited into video footage, to be potentially featured on the Facebook tab.