LYNCHBURG LEMONADE PROGRAM
STRATEGY AND APPROACH
THE PRODUCT FOR
WHICH WE HAD TO
THE MESSAGE THAT WE HAD
AN APPLICATION THAT SUPPOSED TO ENGAGE THE
AUDIENCE AND BRING AWARENESS TO THE PRODUCT
Increase awareness and trial for Lynchburg
Lemonade by involving and rewarding the
A Facebook canvas app where users customize a bar with Jack Daniel‘s bottles and
other branded elements. They will be able to prepare 7 Lynchburg Lemonades at a
time and invite their friends to have a drink. Their invited Ffriends will receive a
Facebook notification with the invite to join for a zip.
If they follow the FB invitation they will enter the app and be redirected into their
friend‘s pub where he‘ll be invited to click on a Lemonade.
The pub owner will get to see who visits his bar, and for each visit he gets he
receives a new chance to prepare a new Lynchburg Lemonade.
Every new lemonade prepared counts as 1 point. The more lemonades they make,
the more points they get.
The user with most lemonades prepared wins a trip to Amsterdam Jack Daniel‘s
Data will be collected while everybody who enters the app have to fill in the forms
and agree with the T&Cs.
1. user enters Facebook canvas app
2. user signs up (fill forms and agree
3. user customizes his bar with
*bottles : jac k familfamil y, non
-branded other bottles
*glasses and decoration
4. user prepares 7 Lynchburg
*places ingredients in right order
5. user invites (max) 7 of his friends
USER’s INVITED FRIEND FLOW
1. user recieves FB notification to
have a zip of Lynchbur g Lemonade.
2. user enters app
3. user signs up (fill forms & agree
4. user is redirected to his friends bar
5. user clicks a lemonde on the bar
6. in a pop -up he is invited to make
his own pub and get the chance to
HOW IT WAS PROMOTED?
-Through Facebook ads
-Through content management
-Through press release
-No of users in the app
-No of visits in the app
-No of consumed lemonades
-No of likes per page
The Jack Daniel’s Facebook page :
•From the day the application started until its end we gathered 1,248 new likes
•We had a daily organic reach of 20,389 users.
•The “talking about this” indicator increased from 800 (before the campaign) to
10,184 during the campaign.
FACTS & FIGURES (part A)
6,291 sent lemonades
2,465 consumed lemonades
8,423 unique visits
Average time spent in the app: 00:01:56
FACTS & FIGURES (part B)