Brief description of the key aspects of The Mixing Star, the Disaronno initiative for professional bartenders, held in 8 countries in 2010-2011

2. AGENCY: LiveXtention Srl, Digital Magics group, Milan, Italy CLIENT: Illva Saronno Spa CAMPAIGN: The Mixing Star The brief Disaronno is the most popular of the Italian liquors in the world. It is often drunken straight or on the rocks, while its potential use as an ingredient for cocktails is forgotten. Illva wants to tell a new way to have Disaronno: as a versatile product, ideal for mixed drinks and cocktails. The target audience of The Mixing Star are bartenders, which become natural Disaronno’s brand ambassadors for consumers. Bartenders have to be addressed by a prestigious international initiative, to make them loyal to the brand and to satisfy their desire to be the center of attention.

3. The solution The Mixing Star is an international bartender competition to select the new Disaronno signature cocktail . The bartenders recruiting and subscriptions happen exclusively online . Among all the subscribers who submitted their cocktails, 24 bartenders are selected for each of the national challenges (castings), held in prestigious locations in the major European cities. Countries involved: Italy , United Kingdom, Belgium, The Netherlands, Germany, Greece, Russia. In the USA, the selected bartenders take part in Educational Seminars held in 5 States. All the recruiting in all the countries has been made via web , with contextual targeting (Google Display and Search), by likes/interests (Facebook), and with a professional Facebook app (Mixing Trivial). Social media activity is based on the Facebook page, Twitter, Flickr and YouTube profile, with even direct messages (via Facebook) to selected bartenders in certain countries.

5.  Official site www.themixingstar.com www.themixingstar.com 10 options of choice (languages/countries) Italian homepage

6.  Social media. Official Flickr and Facebook Facebook – Official Page Flickr – The Mixing Star

7.  Facebook App Facebook app Mixing Trivial Test in 5 languages to find out if you really are a professional bartender

8.  Official YouTube and Twitter YouTube Twitter

9.  Facebook ads Greece

10.  Google Display Network ads Russia

11. The casting sessions