PARTY promoters Soca Therapy Jamaica successfully staged their first Twitter party dubbed Anti-Viral last Friday.

Sponsored by Smirnoff, it was streamed by more than 20,000 people.

Promoters have been forced to get creative after the Government put restrictions in place to curtail the spread of the novel coronavirus disease (COVID-19). The measures include the banning of social gatherings, and withdrawing event permits.

“As soon as the Government announced that event permits were being withdrawn, we knew it would only be wise to postpone Pier Soca, which would have been held on April 4. As a group, we met and discussed our next moves in light of the crisis and that was how Anti-Viral came about,” said Roy Pinnock, managing director of Soca Therapy Jamaica.

The high-energy party, which featured music by DJ Ramon, DJ Kevy and Fatalic Sound, had participants creating buzz on social media with photos, videos and even memes of their reaction to the vibe. The event also had a bar element, courtesy of Smirnoff which provided product delivery to persons in Kingston and Portmore using a Whatsapp order system.

Though the group is not focused on generating immediate profits, Pinnock said there is great value in keeping the brand top of mind during this time.

As they aim to execute more events in the future, the virtual party serves to build the brand’s reputation and recruit potential followers and patrons. For now, they absorb the costs involved and where possible, attempt to offset some expenses through sponsors.

Alcohol brand Smirnoff has thrown its support behind a series of virtual parties since the COVID-19 lockdown, including Soca Frequency and Stream Wknd.

“Virtual parties are a great option for people who are trying to de-stress and unplug from all that is happening in the world currently. In addition to great music, our consumers get a chance to have their favourite products delivered to them, right there in the comfort of their homes,” said Red Stripe’s Junior Brand Manager for Spirits Reshima Kelly.