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How Patrón Used Alexa And Foursquare To Expand Online-To-Offline Marketing

Could Patrón Tequila create over 500,000 ‘bars’ in kitchens across the US? Adrian Parker aimed to find out.

For spirits marketer Patrón, every day is “International Tequila Day.”

But to make sure consumers stay connected to the brand during and beyond, the company put artificial intelligence and location targeting to extend its reach from bar-to-home.

To promote its year-old Patrón Cocktail Lab, a cocktail recommendation engine that was launched online and apps, and its bot-tender that answers the questions of home mixologists, the liquor marketer turned to Foursquare, the location intelligence company, for targeted ads and unveiled “skills” for voice-activated digital assistants Amazon Alexa and Microsoft Cortana.

For Adrian Parker, VP, Marketing at Patrón Spirits Company, the effort was about forging a direct relationship with existing and potential consumers.

“We migrated to the platform-based model that put the customer in the center,” Parker said, speaking at the Innovation Congress in New York earlier this month. “Most organizations don’t say the word ‘customer’ enough. They say ‘user’ or ‘purchaser.’ Think about Uber or Lyft, which created about 500,000 limos, or Airbnb, which has created 3 million hotel rooms. Think about Blue Apron, which has created 8 million chef’s tables.”

Patrón’s Adrian Parker at Innovation Congress

With that in mind, Could Patron Tequila create over 500,000 bars in kitchens across the U.S.?

“We think so,” Parker said. “So we started to think about making our conversations with consumers more meaningful. We started thinking about creating ‘experiences’ that we could deliver through automation and bots.”

Alexa Is Just The Beginning

To make the Patrón Cocktail Lab easier to use, Patrón became one of the first spirits brands to explore voice technology. By simply enabling the “Patrón skill” in the Alexa app on Amazon Alexa voice-enabled devices, including Amazon Echo, users can ask for cocktail recommendations, recipes and tips – everything from the perfect brunch recipe to the proper way to shake and strain a cocktail. Future voice platforms will follow.

“At Patrón we didn’t invent tequila, but we perfected it, and that includes our longstanding commitment to product and technological innovation,” said Lee Applbaum, Global CMO at Patrón Spirits. “Engaging voice communication is just another way that we’re creating simply perfect experiences for our consumers through the tools that we deliver and the tequila that we proudly handcraft. We are excited to be the first luxury spirit brand on the Amazon Alexa platform, which is really the start of a broader initiative that will leverage platforms like Alexa, Cortana, Siri, and future technologies to be able to more seamlessly deliver content to people when and how they want it. Alexa is just the beginning.”

As Parker explained, the decision to develop an Alexa skill, as well as ones from Google Home and Microsoft Cortana, was about answering the question of “how could we start to have these conversations in a way that was a little more meaningful?”

The answer was to “connect consumers to experiences” through chatbots and Connected Intelligence-based voice-activation.

“How do you even start to look into voice technology?” Parker told the InnoCon attendees of Patrón’s exploration. “How do we connect consumers in cocktail culture to behavioral analytics? It involves social intelligence and thinking of our brand as a platform.’

The Patrón Bot-Tender in action

From Static Experience To Connected Community

As brands explore the role for AI and voice as a part of their marketing programs, the central idea is to create a range of complementary and personalized use cases that reach customers at different points of their day and mindset.

For example, someone might be in one mindset at home, while another mindset might strike them as they leave work in the early evening. The idea is to continue the conversation through those stages and be ready when the consumer is.

“With Cocktail Lab as our leading ‘magic cocktail experience,’ we have consumers wanting to connect with bartenders, which is great,” Parker said. “We’re at the center of that equation, and it’s become a really new way for us to not only learn from our consumers, but use location and data intelligence to make sure they’re getting the right cocktail at the right time.”

The Cocktail Lab started as kind of a “static experience” pumping out recipes and eventually became  actually a connected community, Parker said.

Since it began, Patrón was able to attract over 270,000 users with 32,000 users interact over voice and had people engage with 110,000 bot messages.

While Parker wouldn’t reveal sales figures, he said that Patrón’s business saw “double-digit growth.”

Patrón’s Alexa skill extends its Cocktail Lab from its online site and mobile app to the voice-activated assistant.

Patrón-ing The Summer

The use of voice-activation in the home is also having an impact on Patrón’s social media and online advertising.

Throughout the summer, Patrón has been working to bring the brand’s Cocktail Lab to 30 different cities in the U.S. and U.K.

This Patrón The Summer tour is serving up drink recipes powered by local trends and Foursquare location data, Parker told GeoMarkting. The campaign launched over the Memorial Day weekend, and runs through Labor Day (Monday, September 4, 2017).

“The goal of the campaign is to educate consumers and spirits enthusiasts on the versatility of tequila, outside of just margaritas and shots,” Parker said. “This data helps us to curate unique content and bespoke recipes for targeted regions around the globe, that we know our consumers will love.”

Additionally, the cocktail recommendations are being distributed across Amazon Alexa, Google Home, as well as on a custom-built chatbot on Facebook and Twitter.

Additionally, the cocktail recommendations are being distributed across Amazon Alexa, Google Home and even a custom-built chatbot on Facebook and Twitter. Patrón will be launching on Microsoft Cortana soon.

“It’s really a tremendous undertaking championed by all of our agencies,” Patrón said in a statement. “We’re in the third year of a 5-year journey to re-imagine how spirits drinkers discover, create and consume drinks. While we’re focused on growing tequila’s share of consumer stomachs and wallets, we’re also accelerating our participation in emerging platforms like Virtual/Augmented Reality and Artificial Intelligence as ways to share our handcrafted production process.”

Patron The Summer map is based on Foursquare data

Putting Patrón On The Map

Patrón first worked with Foursquare in 2015 to run its first Pinpoint campaign around National Tequila Day, where we served in-app ad units promoting Patrón content guides.

“Foursquare was able to identify taste trends in over 100 markets by analyzing top flavors/tastes, cocktails, alcohol and venue preferences of 21-34 year olds in cities across the globe,” Parker said. “We also tapped top bartenders and mixologists to both create and evaluate each unique cocktail.”

For the Patrón the Summer campaign, the tequila brand tapped into Foursquare’s unique location-based taste database to uncover taste trends in more than 100 cities across the globe.

By using Pinpoint, the Foursquare ad technology, for custom rich-media ads across mobile and web to help target a core set of consumers and provide real-time recommendations, the reach goes beyond users of the City Guide app and platform.

Based on a key list of accounts identified by Patrón, Foursquare is also providing its Attribution technology to understand who has seen the targeted Patrón ads. The location intelligence provider can then measure the effectiveness of driving consumers to on- or off-premise locations where Patron is served or sold.

“One of the major benefits of the Foursquare Pinpoint technology, and what sets us apart, is that it is platform agnostic and reaches more than 150M devices,” a Foursquare rep told GeoMarketing. “Pinpoint is used to reach consumers outside of the Foursquare network based on where they go in the real world.”

About The Author
David Kaplan David Kaplan @davidakaplan

A New York City-based journalist for over 20 years, David Kaplan is managing editor of GeoMarketing.com. A former editor and reporter at AdExchanger, paidContent, Adweek and MediaPost.