Beefeater 24, the premium gin brand, has launched ‘Studio24’ – a new online music and picture sharing platform - in partnership with music discovery service last.fm.
Beefeater Studio24 allows users to match their favourite songs with their Instagram photos before transforming the image into a personalised record cover. All images are displayed on the Beefeater Studio24 homepage and can be shared via social media platforms including Facebook, Pinterest and Twitter. The music content is provided by last.fm, allowing users to choose from 600 million tracks.
Beefeater 24 devised the campaign (in association with communications agency Publicis London) after recognising that the desire to talk about life experiences, music tastes and photos is the main driver behind the global trend for online sharing.
Paco Recuero, Global Brand Director for Beefeater 24, says: “Beefeater 24 has a growing fan-base amongst sociable and affluent consumers who value quality and craftsmanship. These same people often have strong sentimental ties to music and are keen to share their lives with friends online.”
Beefeater 24 has capitalised on the recent gin revival, which has seen global consumption of the spirit rising steadily over the last couple of years.