El Divino Belfast is the first of a number of exclusive night clubs to be opened in major cities across Europe.
In the weeks ahead of the venue’s official opening night, the website was already working in synergy with its social networking strategy to build awareness and anticipation amongst the target audience.
As the kick-off of this exercise, Eyekiller introduced a Facebook competition which would encourage visitors to “Like” El Divino’s Facebook page for the chance to win a VIP experience and other exclusive giveaways. The success of this viral marketing quickly became apparent as the competition gained over 9000 participants in its first two weeks.
Following the opening of El Divino Belfast, the website’s success has centred on its ability to not only support the nightclub, but also benefit directly from the increasing popularity the club gains through its publicity and social media word of mouth. The website actively involves the nightclub’s visitors in the galleries, while the upcoming events listings invite visitors to submit their own comments through Facebook and Twitter. The result is a website which creates a following amongst its audience, a tangible connection with the nightclub’s fan base, and keeps the audience regularly updated with forthcoming events and DJs.
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