To drive awareness and visits to its relaunched Web site, Southern Comfort is running a "Go Drink Yourself" contest.
To enter, consumers use the tool on the contest area of the brand's site to create their own drinks -- choosing from among options presented, including the amounts of Southern Comfort and other ingredients in the drink; the garnish; and the type of container (a champagne flute, highball glass, trophy or even a take-out box) -- then name their drinks.
The entrants who create the 10 most popular (re: social votes) drinks will win ceramic mugs that are replicas of their faces/heads. (Example shown above.)
In addition, their custom drink recipes will live "forever" on the brand's site, promises Southern Comfort.
The revamped Web site and contest are designed to more closely align with Southern Comfort's ongoing "Whatever's Comfortable" campaign, which kicked off with a now-well-known TV spot by Wieden + Kennedy showing an older guy with a potbelly feeling totally confident as he walks down a crowded beach.
The "Go Drink Yourself" contest is being promoted on the brand's social media assets.