Martini uses voice recognition to help people 'Get On The Guestlist'

Martini has invited people to charm their way onto the guest list for its 150th anniversary gala celebration at Lake Como in Italy, by using voice-recognition technology within a Facebook campaign dubbed 'Get On The Guestlist'.

The campaign combines an interactive film, shot on Lake Como, with information from the user's Facebook account to create a personalised experience for each entrant. 

Would-be party crashers use the microphone on their computer to talk to the door staff, while the app uses Google's Voice Search voice-to-text recognition feature to interpret and respond to their attempts to charm their way past the door staff.

Hidden keywords are used to trigger specific responses. All entrants who succeed in talking their way into the party will be entered into a draw to win one of around 100 invites to the event, which will take place on 19 September. The competition will be open to enter throughout August.

Nadia Kokni, global communications director at Martini, said that using the voice-recognition algorithm was a first for the brand, which has been focusing more and more on digital media to engage with its audience.

She said: "We wanted to do something a little more immersive and rich than your standard Facebook campaign. We wanted something that would be fun and playful and that people would want to share with their friends.

"Fun and sharing are two of the key elements for our brand and we wanted to share the opportunity with a few very lucky people to be part of our gala celebration on Lake Como, alongside A-list celebrity guests and DJs."

Kokni added that the social media activation was just one element of a year-long marketing plan, culminating with September's gala celebration, which has included limited edition bottles, social media campaigns and the revival of Martini Racing, which had a famous collaboration with Porsche in the 1970s.

The campaign, which is being hosted on the Martini Facebook page and website, will run across 10 European countries including  the UK, Italy, Germany, Austria, Belgium, Netherlands, Spain, Portugal, Poland and Ukraine.

The creative was made by Exposure while the digital and interactive components were created by Exeat. 

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers