Sourced from the glacial hills of County Antrim, Deep RiverRock is Coca-Cola’s flagship water brand in Ireland. Introduced to the bottled drinks market in 1994, Deep RiverRock has experienced exponential growth and enjoys a substantial share of the market.
Deep RiverRock’s ambition was to position themselves as the market leader in Irish and Northern Irish bottled water. They realised that tapping into the heartbeat of communities across the Ireland who collectively follow their pursuits and passions would be a great way to connect the brand with their target market.
Redeemable codes to donate to community initiatives
Eyekiller developed an interactive digital campaign that centred around unique codes found on Deep RiverRock bottles. The codes, each of financial value, could be redeemed and donated to support local community groups through the dedicated website and custom Facebook Messenger Chatbot.
Harnessing the power of community
Community groups manage their profile pages through a personalised login area. This intuitive and fun interface also gives them access to a dashboard containing statistics about their progress and downloadable resources to help them easily promote their groups, both online and offline.
Celebrating those who #ThirstForBetter
Our comprehensive website design featured leaderboards, harnessing gamification to drive engagement and a competitive edge. The interface made code redemption and donation a breeze, and participants are encouraged to share their Community Group support with their friends through social media, amplifying brand awareness of Deep RiverRock.
Chatbots for millennial engagement
Chatbots are also increasingly used in all types of interactions between brands and potential customers. Given that millennials had been identified as a key target audience, we integrated the campaign website with Facebook’s Chatbot platform making it easy for this demographic to instantly redeem codes. Our tailored chatbot meshed perfectly with the group’s communication habits and fostered substantial engagement.
A flood of activity
The campaign has been an unmitigated success and continues to grow in popularity as more groups set up their secure and manageable pages. The Facebook Chatbots have successfully attracted key demographics and so far, over 55,000 donations have been made!
We're just getting started! Check out some more of our work below