Barkeep, the Mixologist Chatbot

The next time you’re searching for a recipe on Allrecipes.com, you might see a cocktail pairing sponsored by Tito’s Handmade Vodka. The two brands have teamed up on a mixologist chatbot, Barkeep, to recommend drinks and walk people through preparation.Tito Allrecipes bot

Barkeep is powered by natural language processing and a mixology database to suggest cocktails based on seasonality, popularity, and users’ preferences. The chatbot will be accessible by Facebook Messenger, as well as integrated within the Allrecipes search database.

Beyond recipes, the chatbot also features a catalog of on-demand alcohol delivery powered by Drizly.

The partnership is a natural fit — Allrecipes users are 20% more likely than the average U.S. adult to be frequent entertainers, and are more likely to have prepared a mixed drink in the past week. They are also 21% more likely than the general U.S. population to have consumed Tito’s Handmade Vodka in the last six months, according to comScore Fusion.

Why It’s Hot

39 million people use Allrecipes.com every month. This is a natural way to introduce cocktail pairings and alcohol delivery to a large, engaged audience.

Source: PR Newswire

Create JagerBonds While Drinking Jagerbombs

Finally, a spirit brand working to help us remember all the things they help us to forget. Jagermeister has released its first mobile app, JagerBonds, which uses images and videos uploaded to users’ social media outlets to create a video reel of highlights from an exciting night out.

Once downloaded, the app can be connected to a user’s Facebook and Instagram accounts, enabling it to run in the background of the mobile phone to pull photo and video content uploaded to social media. Users can generate a unique code for their night out, and share the code (“Bond”) with friends who also have the app, so that JagerBonds can create a video reel compiled of the entire group’s night out.

The app is available on iOS and Android. Read more here.

Why It’s Hot | It’s no surprise that people are engaging more with mobile phones than other devices while enjoying a night out with friends. Jagermeister has found a way to capture what their consumers are already doing (drinking, uploading photos and videos) in a unique and memorable way. The brand is not expecting people to create new content specifically for their app, and they are not forcing people to engage in a new and uncomfortable way. So many apps and social media platforms fail because they try to alter target behavior, but Jagermeister may have just found a way to crack the code of generating new shareable content, without enforcing new rules of behavior.

Native Advertising: Modern “Advertorial” on Steroids

AOL & MillerCoors sign $5MM “Native” Ad Deal

Miller inks 5MM native deal with AOL

Forget banners, pre-rolls or anything that looks like “advertising.” Brands want ownership of “editorial”, and with big bucks at stake, publishers are playing along. AOL will produce about 350 pieces of original content, including 100 videos, for Miller, before eoy. Each piece will appeal to male millennials, and plug Miller Lite, Coors Lite, Blue Moon, or Redd’s Apple Ale. The editorial content, dubbed the “Brew Pub Newsroom,” will span AOL properties: Huffington Post, Huff Post Live and Mandatory.com.

MillerCoors is hardly the only brand testing publishers’ willingness to blur those lines that have traditionally separated editorial and advertising. Ford just committed a reported $10 million to sponsor a video series, “This Built America,” by AOL.

Why It’s Hot

While not a totally new idea, even in the form described (big money, multi-media), marketer interest is increasing. We’re doing more content integration and distribution work than a year ago and this is likely to evolve to include more content sourcing and original content development in the future. Native advertising programs are a far cry from media buys. They require team collaboration throughout. Strategy, creative, media, project management and account services, must be intimately involved from inception through proposal development, negotiation, definition of roles/responsibilities, client presentation and so on. It’s exciting and presents huge opportunities for creativity…and team-bonding!

Source: iMedia Connection, Gavin O’Malley, Mar 18 2014