Facebook Live case study: Smirnoff turns selfies into bespoke cocktails

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Smirnoff recently launched a new campaign in New Zealand, that transforms people’s selfies with a customised cocktail recipe, creating them live on Facebook.

The 'Pure Potential' ad campaign, created by Young & Shand saw photos recreated in a cocktail during a Facebook Livestream.

The alcoholic drinks brand held a competition that was promoted on Facebook, offering the chance to win a winter Mardi Gras experience in Ohakune.

New Zealanders were invited to submit a selfie to the competition. Of the 600 entries, six finalists were selected and their photos used to inspire a cocktail made by a mixologist during two livestreamed videos.


Smirnoff brand manager Hannah Webb said in the release, Smirnoff knew its millennial target market loved cocktails (almost as much as they love to take selfies), “so the combination of the two delivered through a livestream was an exciting idea”.

Adding to the excitement was the host and mixologist not seeing the selfies until the livestream started.

Using the photo's atmosphere and colours as inspiration, the creations included: 'The Green Lantern', 'The Mule Kick', 'The Dark Night', 'The Winter Bear', 'Bring on Winter', 'The Rock Pool'.

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