Diageo looked to drive brand preference among consumers. TheBar.com engages and entertains users by creatively utilising technology, rich media and video. Jack the Bartender greets visitors by name and draws them in by telling amusing stories and anecdotes. These thoroughly entertain the audience, a target group varied, yet united by their taste for quirky humour.Jack interacts with visitors by prompting them to ask him questions or make their drink choice. Registered visitors are guided through a series of questions by Jack in an entertaining way to determine their personal drinking habits.