In addition, Campari has updated its presence on Facebook and launched an iPhone application to complete the first three elements of its global approach to digital media integration. With a focus on cocktails that span from classic favorites to contemporary creations, this new strategy will be a catalyst to continue the worldwide passion behind the Campari brand.
The updated Campari global Web site (www.campari.com) demonstrates a new look and feel for the consumer-facing portal, with stylish graphics and bold, red images bringing to life the spirit within the brand. Increased user-friendly navigation throughout the site and the integration of social media components complete the dramatic redesign. The new site proved the perfect stage for the recent unveiling of the 2010 Campari calendar featuring international superstar Olga Kurylenko, with all images currently being featured on the site for public viewing. The calendar itself will be printed as a limited-edition piece with only 9,999 copies available worldwide. The US Campari portal (www.campariusa.com) remains unchanged.
With over 23,000 fans, the official global Facebook page for Campari (www.facebook.com/campari) is now a fully integrated portion of the brand’s digital media plan. Campari’s Facebook feed will be used to update Campari enthusiasts about promotions, announcements, recipes and other brand-focused activities. By interacting and engaging with Campari fans around the world, the brand will continue to remain top-of-mind for loyalists while also introducing potential new fans to the bold aperitif. The House of Campari Facebook page (www.facebook.com/houseofcampari) remains the resource for US-specific events and promotions.
Taking Campari into the mobile environment, iShake Red, Campari’s own iPhone application, launched in August to great response. The application provides a live bartending experience with the iconic Campari drinks that everyone knows and loves. A real bartender teaches users how to prepare such drinks as Campari on the Rocks, Negroni, Campari Orange, Americano and Shaken Americano while a beautiful woman rates each performance once she receives the drink. Utilizing the iPhone’s accelerometer, users are able to recreate a real shaking and pouring sensation while creating a virtual cocktail. In addition, the application provides a search function allowing users to find where to purchase Campari around the world via Google Maps (where lawful). iShake Red is available online through the Apple iTunes store.
“Campari has always been known for combining established time-honored traditions with progressive, bold innovation,” said Andrea Conzonato, chief marketing officer, Skyy Spirits, LLC.
“Our digital media campaign was created with this in mind, serving to strengthen Campari’s existing fan base, while simultaneously introducing the brand to future enthusiasts worldwide.”
The Campari Web site, Facebook page and iPhone application are all live and available now.
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