We'll give them some credit: the drinks actually try to capture the essence of each of the sites. Is this what the Internet would taste like if it got you drunk?
The Tumblr cocktail is what Shayan Pandole, the Director of Mandarin's Mobar and Lobby Lounge, where one would find these drinks, calls the "cutting-edge, more stylish cocktail"—like Tumblr!—with its use of maple instead of simple syrup. "I tried to see what we could get freshest, what's trendy in the marketplace right now," she explained. The Sip Advisor (aka, Trip Advisor), with its fruit and tequila ingredients, aims to take drinkers on a journey. The Garden of Google "searched" for something new, incorporating an herbal integration instead of the more standard fruits or vegetables. And, the Sweet Tweet took a signature cocktail from a sister property and shared it (like people share things with far away people?) with New York guests. At least they tried!
The point of any of this is, after all, conversation. "What usually ends up happening is someone has one of the drinks, and they'll talk about it with the rest of the table. Then, you'll see the whole table ordering those cocktails instead of another glass of wine," explained Pandole. This bar, like any bar, offers lots of cocktail and drink options. But instead people are falling for ones associated with familiar Internet companies. Weird, right? Google branding should not compute with fun boozy night on the town. But it does.
"The promotion is certainly successful," Pandole told us, without disclosing any financial details. The most popular drink is the SipAdvisor, followed by the Bourbon Tumblr, then Garden of Google, and finally Sweet Tweet. This likely has nothing to do with the various sites' popularity -- drinkers tend to skew away from the sweetest drinks, explains Pandole. Though most other cocktails at the bar range in the above $20 range, we were told, so maybe it's simply that these are cheaper?
Interestingly, while these social media cocktails might not have any effect on social media, they work kind of like social media. "It has that exact effect. People are talking about it, buzzing about it," continues Pandole. Even if the company's not getting more Twitter followers, the drinks have brought in other types of success—or at least the company thinks so, extending the promotion, which started in January of this year, through June.