Campari has launched its new worldwide digital media strategy. Beginning with a re-designed web site, Campari will continue its existing consumer awareness platform highlighting bold, unique flavours, distinctive imagery, and Campari’s signature Red Passion.

In addition, Campari has updated its presence on Facebook and launched an iPhone application to complete the first three elements of its global approach to digital media integration.

The updated Campari global Web site demonstrates a new look and feel for the consumer-facing portal, with stylish graphics and bold, red images bringing to life the spirit within the brand. Increased user-friendly navigation throughout the site and the integration of social media components complete the dramatic redesign. The US Campari portal (www.campariusa.com) remains unchanged.

Campari has also launched iShake Red, its own iPhone application. The app provides a live bartending experience with the iconic Campari drinks that everyone knows and loves. A real bartender teaches users how to prepare such drinks as Campari on the Rocks, Negroni, Campari Orange, Americano and Shaken Americano while a beautiful woman rates each performance once she receives the drink.

Utilizing the iPhone’s accelerometer, users are able to recreate a real shaking and pouring sensation while creating a virtual cocktail. In addition, the application provides a search function allowing users to find where to purchase Campari around the world via Google Maps (where lawful). iShake Red is available online through the Apple iTunes store.

Report by James Graham

November 09