Not the easiest of briefs for PR agency The Romans.
The overall strategy was to flood people’s social media timelines between five and eight on Friday evenings.
The agency decided to capitalise on the misery of commuters suffering train delays, in a 'Yay Delay' campaign to make the brand synonymous with the first drink people have after work on a Friday night.
On average, tweets from commuters in London deliver more than 100 million social impressions per hour on a Friday night.
This informed the agency’s decision to use this group of people as a core comms channel for the campaign.
An algorithm was used to locate and target commuters who had been hit by train delays and cancellations at major London stations and offering them a free gin and tonic that they could claim at the station.
The tactic worked wonders, with commuters moaning about their travel woes while enjoying a drink and spontaneously posting their experiences on social media.
Tens of thousands of gin and tonics were given away during the campaign, which had a total media reach of 1.5 billion, with pieces in almost all national newspapers, as well as 7.4 million social media engagements - the vast majority (86 per cent) taking place between 4.30 and 8.30pm on a Friday.