News

BizBash
How Jack Daniel's Evoked the Spirit of Its Founder
3/2/2017
BizBash
Art Basel 2016: Inside the Splashiest Events and Installations
12/9/2016
Artnet News
Beach Party at the Nautilus
12/1/2016
BizBash
7 Ways to Make Your Events Stand Out From the Pack
11/21/2016
Miami New Times
Jack Daniel's Pops Up in Wynwood With Live Music, Tastings, and the Safe That Killed Jack
11/18/2016
BizBash
See the Winners of the 2016 BizBash Event Style Awards
11/17/2016
The Fader
Jack Daniel’s Turned A Chicago Storefront Into A Lynchburg-Inspired Saloon
11/10/2016
The Drum
Jack Daniel’s celebrates 150 years with pop-up ‘general stores’ in three cities
10/20/2016
BizBash
Why Jack Daniel's Hauled a Half-Ton Safe to New York
10/14/2016
Ad Week
The Mythical Safe That Cost Jack Daniel's Founder His Life Just Turned Up in NYC
10/10/2016
LA Guest List
Dos Equis Celebrated Most Interesting Man in the World with their Coveted Collection Tour
5/10/2016
Magnetic Magazine
The Impact Plan & Dos Equis Threw The Most Interesting Multi-Million-Dosita Auction Party in DTLA
5/10/2016
Village Voice
Dos Equis' 'Most Interesting Man in the World' Auctions Off His Treasures
4/14/2016
Event Marketer
Nine Ways Alcohol Brands are Adding Flavor to their Event Portfolios
3/2/2016
Fader
Ja Rule was Stellar at Jack Daniel's Motel No. 7 in Miami
2/24/2016
Fader
Robbie Rivera Kicks Off Jack Daniel's Motel No. 7 in Miami
2/24/2016
Event Marketer
Spirits Marketers Leverage the Allure of the Speakeasy
2/18/2016
WSVN News
Jack Daniel's Motel No. 7 Pop-Up
1/19/2016
Thrillist
Jack Daniel's Built a Motel and It's Glorious
11/20/2015
Page Six
Andrew W. K. officiates Vegas-style wedding in warehouse
11/18/2015
Fader
Cloud Nothing Proves Rock is Alive at Motel No. 7
11/18/2015
Bedford and Bowery
Jack Daniel's Greenpoint Rager Made Good on Promise: 'Noise Complaints... Guaranteed'
11/18/2015
Local Bozo
Jack Daniel's Hosts Motel No. 7 with Andrew W. K. and T-Pain in Wild Night Out
11/18/2015
Fader
T-Pain Inaugurates Jack Daniel's Motel No. 7 Experience
11/18/2015
Brooklyn Magazine
T-Pain is Playing a Massive Greenpoint Warehouse Party You Can't Get Into
11/18/2015
Event Marketer
Inside Amstel's Battle Of The Burger Food Strategy
8/26/2015
Event Marketer
Flash Sampling: Dos Equis’ Twist On Cinco De Mayo
5/18/2015
Event Marketer
Winners: Full Coverage Of The 2015 Ex Awards
5/11/2015
Adweek
Is Virtual Realty The Next Big Form Of In-Bar Entertainment?
4/9/2015
Event Marketer
Oculus Rift, Dos Equis Create A ‘Most Interesting’ Virtual World
1/28/2015
BizBash
Dos Equis Imagines New Kind Of Masquerade In New Orleans
1/6/2015
Event Marketer
Perrier Launches An Artsy Bottle Collection
10/16/2014
BizBash
Here's What Happens When Street Artists Decorate an Event
10/10/2014
BizBash
How Brooklyn Became A Hot Event Location
10/1/2014
Event Marketer
Inside Harley-Davidson’s Prototype Feedback Tour
8/20/2014
Event Marketer
Ex Awards: The Best Event Marketing Campaigns Of 2014
5/7/2014
Event Marketer
Espolón Tequila Leverages Live Theater
12/20/2013
BizBash
11 Interactive Art Installations at Food Network's 20th Birthday Bash
12/4/2013
BizBash
Top 10 Innovative Brands 2013: #6 Dos Equis
6/12/2013
Event Marketer
L’Oreal’s Traveling Studio Offers Hair Analysis
5/14/2013
BizBash
Trend Spotted: A Masquerade-Ball Theme
1/7/2013
BizBash
Dos Equis Turns Masonic Hall Into Oddity-Filled Masquerade for "Most Interesting Man"
11/21/2012
Adweek
New Model Agencies: Mirrorball Ceo Michael Blatter Talks 'Social Currency' With 'Adweek'
10/11/2011
BizBash
Svedka, Hpnotiq Promote Female-Focused Products With Events at New Hotels
8/4/2011
Event Marketer
Dos Equis Serves Up Cold Beer and Creepy Crawlers for Cinco de Mayo
6/1/2011
BizBash
Dos Equis Creates Real-Life Treasure Hunt as Extension of "Most Interesting Man" Campaign
7/22/2010
Event Marketer
Steal This Idea: Harley-Davidson
4/19/2010
Event Marketer
Flash Nights
4/15/2010

Flash Nights

By Sandra O’Loughlin. Published on April 15, 2010
Originally published in Event Marketer

Flash nights, or on-site pre-promotions, can make a marketing event more than a one-night stand. These supplemental parties are smaller in scope but offer a taste of the big event to come. They can also build anticipation and word-ofmouth buzz in a way that promotional posters and other traditional methods can’t.

Premium Russian vodka brand Stolichnaya last year used the strategy to arouse interest in The Moskova Affair events at bars and clubs. Prepromotions likewise built buzz for Dos Equis’ Most Interesting Academy program. Even nonliquor brands can get in on the action, as Seventh Generation proved with events leading up to its Million Baby Crawl.

Stoli’s 10-week, multi-city The Moskova Affair tour, a brand experience developed to introduce young urban sophisticates and Stolichnaya distributors to its newest flavor, Gala Applik, took place in large upscale venues such as M2 Ultra Lounge in New York City. Attendees sampled Stoli cocktails and watched performances by Vau de Vire Society, an avant-cabaret group of acrobats, aerial artists, contortionists and side-show acts who mingled with the crowd as part of an interactive circus. A “forbidden fruit” theme playing off the new apple flavor set the tone for the evening.

“The idea was to bring to life the essence of the brand, which is Russia, intrigue and passion,” says Elizabeth Costa, senior brand manager at Stolichnaya.

Hour-long supplemental flash nights with samplers and sneak performances in select markets energized local consumers and promoted the next day’s big event. High-profile djs and regional promoters also helped draw top influencers to the events. As a result of the multitiered approach, the campaign reached more than 13,500 consumers (Agency: Mirrorball, New York City).

Dos Equis employed a similar strategy to promote its Most Interesting Academy, which it positioned as “the world’s premier institution dedicated solely to the study of being interesting.” The Academy’s distinguished emeritus and patron sage, of course, was its advertising icon—The Most Interesting Man in the World.

At the Academy, attendees enrolled in classes such as Circumnavigating the Globe, Command of the Animal Kingdom and the Art of the Bluff. All in all, seven online courses rolled out over four months to encourage continued consumer engagement. Each course provided interesting real-world knowledge accompanied by fun challenges utilizing the newly acquired skills.

The virtual academy served as the main campus hub and was supported by live satellite campuses and on-premise activations that rolled out over the key summer selling season. These on-premise activations involved flash parties in key markets that built excitement for one-day spectacular events that brought the full Academy experience to life for the consumer and created word-of-mouth buzz.

“In order to stand out from the crowd, we set out to turn the conventions of the category on their heads and focus on differentiating the brand from an emotional and lifestyle perspective,” says Paul Smailes, Dos Equis brand director at Heineken USA. “Our challenge became clear—don’t just shout at him like everybody else, help him achieve a goal—to be seen as interesting and to have social currency.”

The flash parties helped Dos Equis achieve that goal. According to IRI data, Dos Equis is up 29 percent in case volume and has become the number eight imported beer (Agency: Mirrorball, New York).

Seventh Generation, the non-toxic and eco-friendly household and personal care product brand, created an online and offline grassroots campaign to educate parents about dangerous chemicals in their homes. Its Million Baby Crawl was an online effort that this past January sent infant avatars crawling to Washington D.C. to “rattle” legislators for toxic chemical reform. In addition, on Nov. 18, live events in Boston, Denver, Minneapolis, New York City, Portland, OR, and Seattle provided social networking and educational activities for moms and sampling opportunities for the brand.

Four weeks prior to the live events, Seventh Generation reached out to moms via free educational opportunities like prenatal and nutrition classes, stroller classes and activities moms could share with their children. These events may not be as hip as a flash party at a cool New York bar or night club, but they raised awareness for the campaign and garnered critical support for the initiative (Agency: LeadDog Marketing Group, New York City).

“We were able to talk to moms in a more intimate setting and provide education around the issue and have a good dialogue,” says Maureen Wolpert, senior brand manager at Seventh Generation. “We didn’t approach it as a traditional community marketing campaign where you go to big events and push a lot of samples. What was more important to us was the dialogue and the one-on-one. We did that for a period leading up to the event and built awareness that way, on a smaller scale, and that created interest in the event itself.” EM

Event Marketer
Modern-Day Mascots
4/13/2010
Event Marketer
Harley’s New Forty-Eight Goes Back to Basics
3/10/2010
Event Marketer
Activating Year-Round at Vacation Destinations
1/28/2010
Event Marketer
Dos Equis and Jim Rose Produce Variety Show Tour
1/28/2010
Event Marketer
On Premise: Amstel Light Stays Close To The Slopes
1/28/2010
Event Marketer
Stoli Affair Offers “Forbidden” Fruit
1/28/2010
Event Marketer
Turning Brand Heritage into Retro-Cool Events
1/28/2010
Adweek
Dos Equis Launches Cinco De Mayo 'Expedition' By Progressive Grocer Staff
4/24/2009
Ad Age
Forever Chasing Its Action Demo, Mountain Dew Rolls Out Street-Skating Film
5/13/2008
Ad Age
Mountain Dew Gives Gamers More Caffeine
9/26/2005
Ad Age
Mountain Dew To Produce Action Sports Movies
3/30/2005
Ad Age
Mirrorball’s Blatter Takes Marketers To Cutting Edge
1/3/2005