The Next Saturday Night campaign uses Facebook technology that enables consumers to interact with an online video, making choices to end up at one of four possible outcomes with their Facebook friends.
The company has not linked the campaign to its WKD brand or any of its other products, however, because it says consumers find this contradictory.
“We took the decision not to use our brands in the campaign because we feel consumers are cynical about drinks brands promoting responsible drinking,” explained consumer communications manager Alison Gray.
The company refused to confirm how much investment it was putting into the campaign but said it was a “significant amount”.
The video, which is hosted on YouTube and a dedicated website, will be promoted via Twitter and Facebook. The campaign builds on SHS Drinks’s Look After Your Mates campaign, which ran in 2009 and was based on insight from students at De Montfort University in Leicester.