Back in 2009, if you googled 'Margarita,' Diageo brands were missing out on search results. SEO-supercharged thebar.com completely rethought their outdated brand-site as bar-keep's best friend.
In collaboration with: Tribal DDB Worldwide
Recipes, Tools & Tips For The Home Bartender
Tribal New York needed to ensure that when, for example, someone wants to make a Margarita, they use a DIAGEO brand Tequila. We did this by completely rethinking the site, not as a brand experience (its former incarnation) but as a content-rich utility; repositioning the URL as an epicurious.com of cocktails.
By stocking thebar.com full of thousands of recipes, articles and how-to videos we ensured that entering “Margarita recipe” into Google (everyone’s gateway to the Web) as many DIAGEO results are returned as possible. SEO at it’s finest – the completely overhauled thebar.com is the perfect example of form following function.
Six months after the successful launch of the site it was followed with a WAP version that allows home bartenders to find recipes without leaving their cocktail cabinet.