We tapped some of the target audience’s most popular Instagrammers, a tight-knit and highly influential community of style leaders and taste-makers, and using a 100% mobile platform, put on a live poker party featuring Basil Hayden’s Bourbon. By bringing them together for a fun event, we let them do what they do best – take photos, post stories and share.

We streamed video of the party live at a meeting of 1,600 Distributors, with a counter showing the social statistics - impressions, reach and engagement – that were being earned in real time.

In just 2 hours, the event generated over 3.2 million impressions, 35,000 likes and 611 comments.

5 photos made it organically onto Instagram’s “Popular Page” and the content also spread to a number of influencers’ pages on Pinterest, Twitter, facebook and Tumblr.

The week following, the high end culture site Bon Appetit picked up the content and organically posted event photos on their social feeds, growing impressions to over 2.3 million in a week.

We not only proved the scalability of social media to cynical alcohol distributors, we also showed how it could take on a life of its own.