Drinkworks City Blitz

Instagram

Content Deliverables

  • One (1) Instagram Post
  • One (1) Instagram Story with at least three to five (3-5) frames (with a minimum of one (1) video frame per Story)

Campaign Dates

  • Product received by: Friday Oct 16
  • Draft Due by: Monday Oct 26
  • Publishing dates: Nov 5-13

Caption Requirements

  • #AD (Within the first 125 characters)
  • #Drinkworks_Partner, #Drinkworks, #Cheers, #Pressplay, #Enjoyresponsibly
  • Content for 21+, Please enjoy responsibly
  • @drinkworks
  • Call to action (see below)
  • 1-2 Key Messages
  • Instagram story swipe up in first and last frames to use url specific to your city (Miami: https://bit.ly/2IwTDEn, St. Louis: https://bit.ly/3dvUEI7)

Influencer Coordinator

Rachelle Brancato, Email: rachelle@swaygroup.com
Printable Version of Mandatory Photography Examples

EXCLUSIVITY

Once approved by Sway for participation and through 30 calendar days following the final content publishing date, you will not publish content across any blog and/or social media platforms referencing any other alcoholic beverage maker.

PRODUCT

  • You will receive Drinkworks single-serve cocktail maker and pods (value: $399)
  • Product will be shipped on Wednesday, October 7. If you do not receive it by Friday October 16, please email Rachelle@swaygroup.com.

CLIENT GOALS

  • Raise consideration for the Drinkworks Home Bar by Keurig and create awareness to generate appliance sales in St. Louis, Missouri and Miami, Florida.
  • Get consumers in your local area (Miami or St. Louis) to consider Drinkworks a realistic purchase option and buy it by unlocking the joy and comfort of an escape, elevating the everyday.

Content Approval

  • This campaign requires approval of all copy, images and videos prior to publishing. It is important that captions and images are submitted for review on time.
  • Please use the Sway Draft Template that was emailed to you. Your draft should include all text copy along with images inserted in the doc. We can only accept Word Doc, please do not send PDFs. Please submit all of your draft content (including images and video for each post in the provided template) to the Dropbox folder here for review by 9:00am PST on Monday, October 26.
  • Submitted images should ​not​ have watermarks or text overlays. Sway requires clean versions for review. Any text you plan on adding to your story frames please type out in the draft under each image for review.
  • Submit your final high-resolution photos and videos, and all other unedited images for Sway’s review and potential consideration for content, separately to the Dropbox folder here for Drinkworks to promote content with credit to you. We also use these for paid media purposes or possible color correction of the product.

Writing Prompts

  • Gifting: Share how Drinkworks fits into your holiday gifting plans for friends and family. Gifting the Drinkworks Home Bar provides the opportunity for gift recipients to enjoy favorite drinks without the need for you to stock your bar full of different ingredients. “Press. Play. Gift.”
  • Treat yourself this holiday season: 2020 has felt like a long year full of challenges so treating yourself this holiday season feels like the right thing to do. Share how you’re gifting a Drinkworks Home Bar in your own home to enjoy cocktails at the press of a button. “Press. Play. ___.”
  • Holiday hosting: Share how you are hosting holiday gatherings in your home this season recognizing that it likely looks and feels very different than previous years. We might not be able to have the same large family gatherings but adding a Drinkworks Home Bar to the festivities will provide a surplus of cocktail varieties to your holiday. “Press. Play. ___.”
  • Holiday R&R: The fast pace of the holiday season lends the need for intentional time to wind down. Travel guidelines and restrictions might be keeping us away from favorite destinations but the Drinkworks Home Bar can tap into the emotional aspect of your favorite cocktails and bring moments of relaxation back into play. “Press. Play. ___.”

Content Mandatories

Mandatory Exclusive Offer for Followers

Include the following offer in your own words: This machine is already a great deal and if you use the promotional code for an exclusive offer, it’s even better. I love it and know you will too.

  • Special Holiday pricing for St. Louis, Missouri and Miami, Florida residents saves $100 off purchase price at checkout online (share promo code for your appropriate market).
  • You must disclose verbally in the first frame of your video as well as by text on all frames, photos and videos. Examples:
    • St. Louis promo code: STL
    • Miami promo code: MIA
  • Buy today for Free Shipping!
Mandatory Calls to Action

Include the following CTAs in your post:

  • Visit Drinkworks.com to learn more about how the Drinkworks® Home Bar by Keurig® will fit into your holidays. Instagram story swipe up in first and last frames to use url specific to your city (Miami: https://bit.ly/2IwTDEn, St. Louis: https://bit.ly/3dvUEI7).
  • “Press. Play. ______.”
    • Fill in the blank with your “play” activity or occasion and the cocktail you chose to make with Drinkworks. The fill in the blank does not necessarily have to be a fun directive but rather, what Drinkworks means to you. Fill in the blank examples: Margarita, Relax, Date Night In, Game Night, Holiday, Fall Vibe, etc.
    • Background information only, do not include in post: Drinkworks is launching a new campaign for the holiday – Press.Play. The campaign is meant to highlight how Drinkworks allows you to set the perfect vibe that is served up at the push of a button. Drinkworks allows the ordinary becomes extraordinary. It’s simple: pop in a pod, press play, and you’ve instantly set the vibe. That is what the campaign aims to deliver: Press play for the perfect cocktail. Press play for the perfect vibe.

Instagram Content Creation

In addition to the mandatory exclusive offer and CTA above, incorporate at least one of the below key messages in your own words (do not copy and paste into your draft copy):

  • Drinkworks History:
    • The Drinkworks Home Bar by Keurig is a cocktail appliance that is easy to use, affordable, and most importantly, delivers high-quality drinks that you’d expect to find at a bar or made at home.
    • Drinkworks uses premium cocktail pods to craft delicious, bar-quality cocktails, brews and more at the push of a button.
    • Every cocktail pod is filled with real ingredients and natural flavors, including alcohol.
  • Personal Experience with the Drinkworks Machine:
    • The Drinkworks Home Bar by Keurig is easy to set up and use (For background, do not use this link in your content: https://www.drinkworks.com/faq/).
    • Describe the pods – each are liquid-filled and contain real ingredients and natural flavors, including the alcohol.  (When describing the pods, please make sure the alcohol piece is included).
    • The drinks are made fast and easy.
    • Drinks come out ice cold, refreshing, delicious.
    • Over two dozen drinks available – spritzers, cocktails, ciders – and more on the way.
    • Talk about your favorite drink – what do you love about it? Reference the variety available (For background, do not use this link in your content: https://www.drinkworks.com/shop/#drinks/).
  • Versatility for At-home Occasions:
    • Great way to reward yourself/your friends/significant others after a long day.
    • Enjoy some quality time with your spouse, friend or significant other, each with your favorite drink.
    • Have a few friends over and make them exactly what they want.
    • Drinks come out ice cold, refreshing, delicious.
    • It’s an awesome solution for entertaining.
    • Be the hero of your next event by serving up the perfect cocktail.
    • The Drinkmaker allows you to bring the bar home without the hassle, stress or fuss of making your favorite cocktail from scratch.
  • Excellent Value:
    • Includes only premium alcohol and mixers in each pod.
    • Each drink costs a lot less than you’d pay in a club or bar.
    • No need to buy all of the expensive mixers or keep a full bar stocked to ensure you have the right ingredients or cocktails to host all of your guests.

INSTAGRAM STORY MANDATORIES

Create one (1) Instagram Story with at least three to five (3-5) frames (with a minimum of one (1) video frame per Story).

  • Include the following written on each frame IN TEXT MODE (photo or video). Do not use stickers for the hashtag. For the draft review process please do not include the text on the images you submit:
    • #AD
    • Content for 21+
    • Please enjoy responsibly
    • #Drinkworks_Partner
    • #drinkworks
    • #Cheers
    • #pressplay
    • #pressplay (fill in the blank)
    • #Enjoyresponsibly
    • Tag @drinkworks in your images
    • If you do not include all of these on ALL of your frames you will be asked to re-do your story
  • Your Instagram Story photos must vary from your static post images
  • Every photo featured in your blog post and social shares must clearly show the Drinkmaker appliance.
  • Include key messages in your posts/copy as appropriate
  • In Your Video:
    • You must disclose verbally in the first frame of your video as well as by text on all frames, photos and videos. Examples:
    • Today I’m partnering with Drinkworks® Home Bar by Keurig® to share with you….
    • I’m excited to collaborate with Drinkworks® Home Bar by Keurig® to talk to you about…
    • If you shoot a video filmed in selfie mode, make sure you edit it before submitting your draft so that the product name does not appear backwards.
    • If talking or including voiceover, video needs to include:
    • Press. Play. ________. (fill in the blank)
    • Fill in the blank with your “play” activity or occasion and the cocktail you chose to make with Drinkworks.
  • Tag @drinkworks with the Instagram Branded Content Tool
  • Each post series will include a minimum of three to five (3-5) photos or videos. This must be uploaded to your Instagram story; not your Instagram profile.
  • Use the “swipe up” feature to link to the brand: specific to your city (Miami: https://bit.ly/2IwTDEn, St. Louis: https://bit.ly/3dvUEI7)
  • Reporting
    • In the event we need screenshots of your story turn on your story archive if you haven’t already. Your QA will reach out if needed.
  • Instagram Story Live Date
    • Do not post both your Instagram Stories on the same day.
      • Your FIRST Instagram story must go live ON Thursday, November 5 OR Friday, November 6 by noon PST.
      • Your SECOND Instagram Story must go live ON Tuesday, November 10 OR Thursday, November 12, by noon PST.

Additional Campaign Requirements

You MUST review and abide by the Additional Campaign Requirements found here. These MUST be adhered to in your post and social shares or you will be asked to re-do them!

Watch Outs For This Program
  • Reference the product as Drinkworks® Home Bar by Keurig®
    • Use the full name in first mention of product and in all social content. Following first mention, “Drinkworks Home Bar” is acceptable.
    • As background, Drinkworks Home Bar references everything that comes in the box, thus when purchasing or advertising the appliance it is to be communicated as the Drinkworks Home Bar by Keurig or the Drinkworks Home Bar
    • When unboxed, the Drinkmaker (capital as proper noun) references just the Drinkmaker
    • Never refer to the Drinkworks Home Bar as the “Keurig for cocktails” or “Keurig of Cocktails.” It is alright to say “Cocktails by Keurig” which is a slight nuance and approved language.
  • Do not utilize competitive or branded product names in your posts or copy.
  • Avoid comparing product to specific competitive products.
  • Do not suggest or recommend specific retailers in your content or copy.
  • Do not reference “coronavirus,” “COVID-19,” “pandemic” or “social distancing.” You CAN suggest the product as a great alternative to leaving home for celebrations.
  • Do not suggest or recommend specific retailers in your content or copy. OK to recommend more than one, but not one alone.
  • All of your social media posts (Instagram, Instagram story) must include the following messages:
    • Content for 21+
    • Please enjoy responsibly

Photography Requirements

Learn more about the photography requirements by watching the Sway recorded Zoom Drinkworks City Blitz Influencer post instructions meeting here.

View visual examples of Do’s and Don’ts in the printable mandatory photography examples.

Do:

  • Your Instagram static image and every photo featured in your Instagram Story must clearly show the Drinkmaker appliance.
  • Your Instagram story must include at least one of the following images:
    • A drink Pod being inserted into the Drinkworks machine, and the button being pressed. Machine should be set up in/around the house where you would imagine it naturally living (a bar or kitchen area) surrounded by a few pod sleeves and bar accompaniments (fresh fruit, glasses, ice, etc.)
    • Drink being made with focus on the cocktail still on the machine. As this is a brand new way to make a cocktail, we think it’s both important and interesting to see the process, but of course it can be sped up or cut together quickly to fit your post.
    • You and your freshly made cocktail in preferred “play” environment (i.e. movie night, date night, birthday party, cooking, etc.) showing how having instant access to 30 different cocktails would naturally integrate into your lifestyle.
  • Ensure Drinkworks branding is clearly visible on pod/machine
  • Optimize for mobile viewing (vertical framing, design for sound off, but delight with sound on)
  • Cocktails should be shown in glassware and properly garnished if possible. Reference garnishes here. Glassware should ideally (not mandatory) match selections shown on pods packaging.
  • Showcase cocktails in lifestyle, environmental situations, i.e., sitting in your kitchen or living room with a friend or family member
  • Showcase the Drinkmaker in various settings locations, in your home bar, on a bar cart, on your kitchen counter
  • The images should be a mix of images of the machine and your bar set up and images featuring people
  • Preferences is for images featuring people to include more than one person in the shot

Do not:

  • Do not feature food pairings as a highlight in your content. The Drinkmaker appliance must be the prioritized feature in all images.
  • While a finished cocktail may be shown in images, the focus of this content is to highlight the appliance. Do not feature the cocktail(s) in a way that would lose focus of the Drinkmaker appliance.
  • No third-party logos, nobody that appears under the age of 25 in photography, including children.
  • No competitive product in photos.
  • Avoid photography that showcases irresponsibility in terms of situation (swimming, driving, etc.) and consumption (irresponsible drinking (holding two cocktails at once), underage drinking (appearing to be under the age of 25, etc.)
  • Do not show imagery that appeals to children, example: Santa decorations
  • NO other brand names, products, brand labels may be showing in any images or videos, including words, sayings, or phrases that could be viewed as negative or offensive. This includes “catch phrase” or saying on a t-shirt, hat or signage.
  • If hosting a Watch Party, do not include any references to the televised event. Example: do not include a single rose on a plate as a reference to The Bachelor.
  • If hosting a book club, do not include any references to the specific author or book title.
  • Avoid and/or be careful when using filters so as not to change the color of the product.

Campaign Timeline

Once you receive approval from Sway, please publish your content between Thursday, November 5 and Friday, November 13 AND submit your completed links and screenshots by noon PST on Friday, November 13.

Submit Links

Submit the links related to your Blog post in the Sway Dashboard using the Submit QA button. This includes links for ALL amplification sent for this program, even if it was above and beyond what was required.

For a reminder of exclusivity, licensing requirements or compensation, please see recruitment details in the Sway dashboard.

Thank you for this opportunity to work together!