What comes to your mind when you hear the word “bar”? Don’t answer that, we already know what you’re thinking. That is exactly the concept that we used for the pre-launch of our favourite bar in town: BINGEBAR.

The marketing strategy is divided into two phases:

“New Bar in Town”

The first part of the campaign was a sign-up teaser which spread the word about a new “Bar” coming to Maharashtra, mainly Mumbai and Pune. We had few of our favourite instagram influencers create a buzz about the bar through their stories. This generated curiosity as to what this “Bar” really is. Is it a Covid safe Bar? Is it an exclusive/online Bar? Etc. The stories urged people to sign up on the website leading them to think that they are a part of an exclusive Bar launch.

“Sorry, you got pranked!”

The second part of the campaign was when we revealed that the “Bar” is actually a snack Bar which comes in different flavours such as Bhel, Lemon Bhel and Chivda that has been launched and that the exclusive sign up was merely a harmless prank. The “pranked” customers were given BINGEBAR boxes along with a card that informed them about the prank.

The products were also promoted through video ads that will run on social media platforms and our website.

“May the best memer win!”

A meme contest was held across 50 meme pages, for which followers were encouraged to use screenshots from BINGEBAR™ ad films as meme templates for the contest. The best memes were shared on BINGEBAR™’s page and the winners were rewarded with a cash prize.

Mass prank? Ad films? Meme contest? We pulled off this super fun campaign in a span of two months. Not to forget, we kept bingeing on these yummy treats as we ticked off each leg of the campaign.