In order to amplify the inherently romantic and social properties of wine, Callia set up a wine marketing stunt by the name of Likelytics. Knowing that many people in Argentina use Facebook as a network to turn friends into something more, the wine brand created an app that would track and provide analyses to predict which friends were likely to be romantically interested in a user. This information was based on the frequency of comments, likes and other variables that showed a high amount of interaction.
Just as Facebook has its own set of built-in analytics for brands, this is a fun way for individuals to measure their social activity and engagement levels, even with members of the opposite sex. Cleverly, Callia reiterates that its own brand of wine is the best for a dinner date.
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