Brands are increasingly taking clever risks as they enter the novel world of social gaming with creative concepts to engage their audience. The alcohol industry specifically, is looking for action in the social gaming space. To celebrate the launch of their new drink called Southern Comfort Lime, Southern Comfort is launching a new Facebook game called “Beat the Bartender” that invites players to channel their inner bartender. There are other drinking related games on Facebook, such as Bar Society that is a bar simulation game and Nightclub City even offers a taste of serving drinks. Facebook’s popularity with teens makes it the perfect place to engage a group early on to eventually turn them into consumers for these alcoholic beverages.
Players begin by first selecting a male or female bartender that will become their player. They are then tasked with creating a SoCo & Lime shot using their mouse – first, scoop ice from the ice chest, then pour Southern Comfort, followed by a dash of lime juice. Next they shake and pour. Mean the bartender who is armed with the new ready-to-go SoCo Lime pours five shots for bar patrons. If you beat her, you win that round and go another round. As the pace picks up, players can deploy “time bonuses” such as girls coming up to order a drink.
Players essentially keep going till they lose, creating for lots of fun and incentive to score high and compete with friends via a leaderboard. The traditional social features in this game are driven by competition with the highest scoring players winning prizes each week for 10 weeks.
The Southern Comfort team stated, “Southern Comfort Lime is a new perfectly mixed ready-to-go version of the popular SoCo Lime bar call. We felt that a Facebook application that takes users through the process would be the most effective – and entertaining – way to bring that to life and introduce our fans to a new way to enjoy their favorite shot in an online social environment. For those who’ve never had a chance to hone their bartending skills, this is their opportunity to do so – virtually, at least.”
So far the game is show cased on Southern Comfort’s fan page and has had 125 monthly users for now. Southern Comfort could improve its usage by having that game serve as the landing tab for when users first come to the page. The game is overall kinda fun, but much better to play with a mouse than on a trackpad. Will we see other brands enter the space with clever casual games? You bet.
