Blowfish for Hangovers
40% of American workers miss a day of work because they have a hangover. It was our job to fix that.
Blowfish for Hangovers, the only hangover product with a formulation recognized as effective by the FDA, challenged us to help drive mass awareness of their product among a core target audience of 21 ‘ 29 year old drinkers and drive sales at CVS.
CONSUMER RESEARCH: WHAT DO DRINKERS THINK ABOUT HANGOVERS?
To better understand drinking behavior and attitudes toward hangovers, AMP conducted a national online survey with alcohol drinkers over the age of 21 years old, from all 50 states and Washington D.C. Coming out of the survey, we uncovered a tremendous amount of information on drinking and hangover habits/behaviors. We found that consumers often celebrate ‘ and commiserate ‘ the shared experience of hangovers. Hangovers are a shared social experience.
BRAND STRATEGY: HOW CAN WE FOSTER CONVERSATIONS AROUND DRINKING & HANGOVERS?
AMP developed Intoxication Nation, an online destination built upon a series of interactive maps and real-time social content, which highlighted the shared experiences around drinking and hangovers to introduce Blowfish as an authoritative voice on hangovers. At any time, consumers could visit the site and see how drunk or hungover each of the 50 states was based on real-time social chatter on Twitter and explore a series of static maps based on the survey data. The maps included the country’s drunkest/most hungover states, 2013’s top hungover dates, states most likely to call out sick while hungover, and each state’s favorite beer and shot.
TECHNOLOGY: HOW CAN WE CAPTURE THE CONVERSATIONS IN REAL TIME?
Through the analysis of geo-tagged social data, the Intoxication Nation site indexed drinking and hangover-related social media conversations and provided real-time visualizations of the data. By exploring conversations around drinking and hangover themes, as well as examining chatter around specific drinking holidays and events, the site provided a snapshot for why, when and how much the country is drinking and hungover.
Through the innovative use of social to monitor and encourage conversations around hangovers and drinking, AMP helped Blowfish garner 15x the number of brand engagements and impressions than the dollars invested ‘ achieving brand awareness, social buzz and becoming the authority in the hangover and drinking space. Pre and post program numbers showed Blowfish doubled product sales at CVS.