By leveraging AI-powered insights and machine learning, TRG created the 7UP Digital Bartender, a mobile experience that allowed users to mix drinks without bar tools. The campaign increased time spent discovering new recipes by 487%.
We created a first-to-market digital bartender experience that allowed users to create unique cocktails using only their smartphones—no bar equipment required.
7UP needed to engage a millennial audience, where at-home social experiences were growing. However, mixology at home was often complex, and 7UP wanted to simplify this while elevating their brand’s relevance.
We got people mixing with 7UP by taking away the need for any other bar equipment.
For 7UP’s millennial audience, social nights at home are uniquely important. Our year-long campaign, Mix It Up A Little, focused on showing people how versatile 7UP could be — whether on its own or as part of a drink or food recipe. Tried-and-true social recipes were central to the campaign, but we knew we needed more to break through.
A New Way to Mix: The 7UP Digital Bartender
The 7UP Digital Bartender was a mobile experience on 7UP.com that transformed any smartphone into a drink-mixing tool, eliminating the need for specialty bar equipment. It empowered hosts to create over 30 unique 7UP cocktails and mocktails with ease, no prior knowledge or tools required. The ingredient selectors and visual recipe guides ensured users of any skill level could create professional-quality drinks, turning any social night into a memorable event.
Developed through an Innovation Sprint, we identified key pain points—such as the complexity of drink-making—during our Discovery phase, guiding us to create a seamless, intuitive experience. The result was a highly engaging tool that drove unprecedented engagement on 7UP’s platform, contributing to a 487% increase in time spent on site.
At the Bartenderless launch event, we demonstrated the Digital Bartender to journalists, influencers, and guests, showing them how it allowed them to become their own bartenders. The venue was transformed with projection mapping, enveloping it in vibrant visuals of 7UP cocktails and recipes.
We promoted the Digital Bartender across Drizly, Facebook, Instagram, Snapchat, and YouTube, and partnered with Tasty to integrate the tool into recipe videos—leading to the campaign’s highest-performing content. Ads featuring the tool drove the year’s highest lifts in message association and purchase intent.
A Winning Combination:
33%
More likely for visitors to stay on-site.
487%
Increase in time spent discovering recipes.
Highest Lifts
In message association and purchase intent for the year.
The 7UP Digital Bartender won the 2019 People’s Voice Award in the 2019 Webby Awards in the Advertising, Media & PR: Best User Experience beating out industry leaders like Google. This first-to-market tool also earned a National Addy from the American Marketing Federation, solidifying it as a groundbreaking success in digital innovation.
2019 ADDYs:
Gold: Mobile App – 7UP Digital Bartender
Gold: Online/Interactive – 7UP Digital Bartender
Let’s craft unforgettable, award-winning experiences together. With our proven approach to innovation and user-centered design, your brand can drive engagement, win awards, and leave a lasting impact on your audience. Collaborate with us today.
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