The Challenge: Bombay Sapphire wanted to extend its famous “As Expressed By” advertising campaign (featuring artists’ interpretations of martini glasses) to the Internet. They had two objectives: to allow users worldwide to create their own works of art online and to capture opt-in email addresses for brand communication.

The Solution: Mass Transmit’s viral marketing application, Design Transmit, enabled users to create their own designs through an easy-to-use, Web-based interface.

Design Transmit used Flash in a revolutionary new way so that users could build virtual martini glasses, choosing from bases, stems, tops, backgrounds, accessories, music, video and more. Additionally, users could manipulate colors, change opacity, rotate, duplicate, shrink and stretch elements – and then email their work to a friend.

This word-of-mouth layer added a powerful viral mechanism, and the application quickly spread via referrals and buzz. If the users chose to opt-in to the Bombay Sapphire database, the system captured their names for future CRM efforts.

The Results: With users often spending twenty minutes per session, the campaign boasted unprecedented brand immersion, and generated strong results:
•  Over 240,000 glasses designed

•  Over 200,000 email addresses captured (82%+ opt-in rate)

•  Over 200 new glasses created each day

Awards:

* Winner: @dTech Awards: Best Branding Campaign

* Winner: Web Page Awards: Best in Category- Outstanding Achievement in Website Development

* Winner: International Web Page Awards- Creative Excellence

* Winner: Communication Arts: Award of Excellence

* Winner: John Caples International Awards

* Winner: Art Directors Club Distinctive Merit