Hendricks Gin

Bots meet Pokémon in this World Cucumber Day Experiment by Hendricks Gin.
Project Objective:

Audience engagement


Hendricks Gin

Project Completion:

May 2018


The world's first sophisticated virtual pet cucumber, by Hendrick's

Everyone knows the importance of cucumber in a quality Gin and Tonic, so working with Hendrick’s, Splendid Communications cultivated an experience like no other by allowing fans to virtually adopt a cucumber and remotely care for it in the run up to World Cucumber Day on June 14.

For those who prefer to forgo the hustle and bustle of growing a seedling in the dirt, we offer the option of nurturing a sophisticated virtual cucumber.

The challenge

With World Cucumber Day on the horizon, Splendid Communications and Hendricks were looking to capitalize on this cucurbitaceae-themed cultural holiday and demonstrate the importance of a quality cucumber in the perfect serve of a Hendricks Gin and Tonic.

The bot needed to drive engagement with Hendricks fans by letting them grow, care for and look after their own cucumber ahead of World Cucumber Day on June 14.

The solutions

The Hendrick’s Cucumber Adoption Service is for those green-fingered souls who crave the companionship of a cucumber but lack the requisite greenhouse. Hendricks fans could adopt a virtual cucumber and remotely care for it in the run up to World Cucumber Day.

Adoptees could care for their virtual dependees in a variety ways; name it, tickle it, water it, play music to it, and even sing songs to it. The bot gives users control on how often they receive updates, with the least intrusive option being ‘once fortnightly’.

Throughout their growth cycle from seedling to majestic fruit, virtual cucumber plants were exposed to three genres: classical, jazz and rock. The rock and roll specimens turned out measurably larger than jazz listeners and classicists (indicating that cucumbers are not only conscious, but perhaps more rakish than anticipated).

Business impact

Deemed “the world’s first sophisticated virtual pet cucumber,” the bot ended up reaching thousands of Hendricks Gin fans. With a 33% CTR to engage further with brand content and 17.4 number of interactions per user, Hendricks took advantage of bots to engage with their fans in a meaningful way. To make the experience even better, pet cucumbers could be exchanged for a Hendrick’s and Tonic at over 500 participating bars. 

It’s a great example of how Facebook Messenger’s business chat services can be used for fun as well as plain old customer service.
Sean Keach
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