DonQ Rum Goes All Social With New Campaign


DonQ Rum is launching a digital contest dangling a trip to Puerto Rico as grand prize. The "Master of All Skills" is ultimately intended to spotlight how DonQ's distillers are masters of their particular craft.  

The finalists in each of the categories get a DonQ-funded party. The person who gets the top combined score in all nine categories gets the trip to Puerto Rico -- which, among other things, includes a tour of the DonQ operation and information about rum making from one of the brand's master distillers.

Running through March, the campaign involves several social media Web sites, one for each of the areas in which consumers will compete: NotCot.com is the hub for the mixology-quiz part of the competition; BuzzFeed.com is for the humor competition; Foodspotting.com is the hub for the foodie competition; a test on humanitarian activity will be at Good.com; CoolHunting.com will house a culture battle; Instructables.com will host the do-it-yourself part of the competition; Pitchfork.com will be the music-competition venue; technology tests will be hosted by Gizmodo.com; and a romance-savvy competition will be at OkCupid.com.



Participants can start the challenge within each partner site, according to DonQ, which is distributed in the U.S. by Serralles USA. The company will advertise the program at each of the sites, thus mining each of the Web property's installed fan base. When they answer correctly in the first quiz, they will be directed to DonQ.com /MasterofAllSkills.com. Once there, they have to create a profile to finish the rest of the challenges from whichever of the nine sites they started at.

Said Clay Parker Jones, strategy director at DonQ's New York-based digital strategy firm, Undercurrent: "The experience appeals to the gamer in all of us. The feedback loops and sharing features are all designed to entice people to play."

DonQ has also mixed an SKU of rum, intended to evoke each site.

San Francisco-based digital agency Odopod designed and built the "Master of All Skills" digital platform.

Next story loading loading..