For this brand activation, we created a name and trademark. The bartenders, engaged via the Diageo Bar Academy FB page, were invited to invent their own cocktail with one of the products from the Pampero range and present it together with photos and a name on a dedicated mini site. A professional panel chose which entries were to go forward to the final evening event. During the evening, the finalists competed in person and created their Pampero cocktails before an enthusiastic live audience and digital and social media followers as well: the event won over 1500 new fans, 160,000 people and 4,800 interactions. Because everyone likes playing.