Bacardi’s Grey Goose has launched a digital program, focused on Instagram and Pinterest, as part of its national advertising campaign for the launch of its Cherry Noir vodka.
This marks the first time that a “nationally recognized” spirits brand has used Instagram photographers, or the Pinterest platform, to support a campaign story, and makes Grey Goose among the first major brands to have a presence on these social platforms, according to R/GA, the brand’s digital agency of record, which created the digital program.
The campaign is centered on a fictitious “Hotel Noir,” where “fashion, music and mysterious characters intersect.”
Grey Goose will be releasing a new, Hotel Noir-themed story “chapter” each week, inspired by the themes and events in a two-minute Hotel Noir video.
Instagram photographers were commissioned to release sets of photos inspired by the chapter themes, to be released throughout the campaign. Each photographer’s photo story will be featured on greygoose.com and Instagram, and site users are being encouraged to create their own #hotelnoir stories on Instagram or Twitter.
In addition, each weekly chapter is accompanied by a Pinterest board, intended to expand on the narrative with images and content and encourage Pinterest users to engage with the brand and add content from around the Web.