Need a mixologist? Say no more.
Patrón Tequila (@Patron), a leading spirits brand, was looking for new ways to reach the elusive legal drinking age (LDA) millennial audience and showcase its versatility in cocktail trends and recipes around the world. People on Twitter in particular have a discovery mindset and are accustomed to engaging with brands. With this in mind, Patrón created the “Bot-Tender” — a chatbot spin-off of the “bartender” that exists in Patrón’s Direct Messages with all of the cocktail prowess of a real mixologist.
Based on the occasion (pool party or cookout), flavors, or ingredients selected, the chatbot served up summer cocktail recommendations tailored to the consumer’s preferences. By providing consumers with opportunities for personalized, one-on-one conversations with the brand, the Bot-Tender offered deeper engagement than traditional tactics. From there, Patrón wanted to bring awareness of its chatbot to a wider audience.
Patrón used the Direct Message Card to drive awareness of its chatbot among its hard-to-reach LDA millennial audience. The Direct Message Card is an ad format with customizable calls to action that can lead consumers into a personalized, one-on-one brand experience with chatbots. Using inviting and visually eye-catching creatives, Patrón grabbed people’s attention and made it easy for consumers to curate the perfect summer cocktail. With instant access to new and existing recipes directly on Twitter, Patrón differentiated its brand through its fun and novel Bot-Tender.