May 2009
LBi Special Ops Media has launched the 'What's Your O-Face?' digital campaign for Three Olives Vodka, a Proximo Spirits brand.
Through a mix of compelling design, technology and social media components, the campaign reminds people that Three-O is seriously premium and seriously fun Vodka. Fans are being asked to upload their own 'pictures of pleasure' onto the site, be judged by their peers and rally voting outside the site using special widgets that plug into Facebook and social networking sites. The winner will star in a national ad campaign winning $10,000. An 'O-Face' is a look of happy excitement after drinking one of the Three-O vodka drinks and the campaign will be judged on May 31. Five finalists will be flown to New York and asked to take part in a photo shoot to become the face of the brand.
LBi Special Ops Media have been in charge of developing the online brand through website development, online creative, media planning, online press and digital strategy. The campaign is supported with print media, out of home media, publicity and a targeted online media campaign that includes high impact custom placements and flash display ads on sites like PerezHilton.com, and Maxim.com.
In addition, the contest site employs innovative elements including a voting gallery, a widget that entrants can embed on a blog or social network site to spread the word and gain votes, implementation of Facebook Connect to register and broadcast actions to friends and a Facebook Application that easily allows users to rack up votes within their friend network.
Gino Luci, Brand Manager for Three Olives is keen to spread the brand message: "Three Olives is the most exciting vodka brand in the market, carving out a niche from our stuffy and pretentious competitors with a single-minded message of being seriously fun. We are dedicated to bringing the fun back to vodka and want our fans to be a part of it. We're shaking up the category through innovation in every aspect of the brand -- advertising, promotions and exciting new flavors -- and the results are showing."
Jason Klein, co-CEO LBi Special Ops Media said, "The O-Face promotion proved to be the perfect fit to reap the benefits of Facebook Connect and help it stand out from the oversaturation of brand-centric UGC efforts. We were fortunate to have a client who allowed us to take them on this journey to become the first spirits brand to employ this platform. For a brand like Three Olives that thrives in the real world with word of mouth enthusiasm, harnessing the social evangelical power of Facebook and making it the cornerstone of a 360 degree marketing campaign, seemed a natural fit. And, so far, the results are proving us right."
See campaign at: http://www.threeolives.com/o-face/
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