Enjoy a cocktail (virtually) on Facebook

Wodka Gorbatschow, the German vodka brand, is trying to connect with youth through a virtual bar on the social networking site

Wodka Gorbatschow, the German vodka brand, which entered India about 18 months ago, is trying a new engagement and viral marketing trick to connect with the youth.

After experimenting with banner ads on the internet, the company has now created a virtual bar on Facebook.com. Titled 'Gorbatschow Bar - Mix it up', this is an application, which will enable Facebook users to create their own cocktail drinks (virtually). What's more, users can name these creations, and send the drinks to specific friends on the social networking site.

After the user opens the Facebook application or enters the virtual bar, s/he meets a girl named Elena, who asks for a cocktail. The bar, incidentally, has the look and feel of the real thing, with various ingredients placed on the racks.

To prepare the drink, the user has to perform multiple steps. S/he has to select specific quantities of liquor such as scotch, rum, wine, gin or beer; add liqueurs (raspberry, ammreto or jagermister); mixers such as cola, lemonade and soda; fruit juices (apple, orange or tomato); and sugar or spices in the vodka-based drink. The user is also required to choose a glass and opt for a mixing method and garnishing. Once the drink is ready, the application prompts the user to name the cocktail, and also offers an option to share or send it to friends on Facebook.

During the bartending process, the user sees the logo of Wodka Gorbatschow on the top-left corner of the application.

The application has been conceptualised and developed by digital agency, Quasar, which handles the brand's digital duties.

Speaking to afaqs!, Akshara Pradhan, brand manager, Wodka Gorbatschow, explains the concept behind the creation of the virtual bar. "Wodka Gorbatschow is a new brand in India. We not only want to create awareness about the brand, but also look forward to engage consumers and let them figure out that Wodka Gorbatschow is pure and clear vodka, which can mix easily and can be experienced as various cocktail flavours."

"Thus, we decided to create the cocktail application -- whose idea is rooted in the fact that vodka is mostly consumed in cocktails, or as a mixture with other ingredients -- and let the consumers experience and try different cocktail flavours on their own; thus strengthening our connect with them," she adds.

Deepak Gandhi, assistant account director, Quasar, reveals that the agency interacted with various bartenders from five-star hotels in the country to figure out various ingredients, quantity details, types of glasses and mixing techniques, required to prepare cocktails.

This is the first time the company has employed social media to create brand awareness. Earlier, it has experimented with banner ads in India.