BARTRENDr Gets People Talking
Fake bars for pregnant women and pilots cause a stir on social media and in the app store.
In the city that never sleeps, how do you break through the noise and get people in New York to take notice amidst an endless sea of advertisements and other distractions? You “open” a series of humorous and controversial bars that are guaranteed to spark a conversation, of course.
To increase traffic to BARTRENDr, a new real-time social app for bar-goers, agency MUH-TAY-ZIK | HOF-FER created a campaign that got people talking, with reactions ranging from amusement to outrage and simple curiosity.
The agency created fictitious bars that promoted themselves through BARTRENDr, just as a new restaurant would tell people to check them out on Yelp. The campaign drove curious and sceptical people to the app for more information and successfully ignited a conversation.
The fake bars were: Gestations, a bar for pregnant women; Black Box, a bar for pilots; Nuggets, a bar for the small-breasted and Daddy’s Secret, a bar for ‘straight’ men.
Various tactics to promote the bars included a digital billboard in Times Square, complete ownership of two actual storefronts for two bars in high-traffic areas and social media postings.
Gestations has made big waves in the media, being written about globally in publications including the New York Post and the The Daily Mail.
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