Venue Hijack · The Five-Venue Map

Five venues. Five ambassadors. Four weeks. The map writes itself.

The Move

Identify 5 specific Sydney premium-on-trade venues currently stocking competitor RTDs where Spritzies could be the better fit. Assign one Tier-1 ambassador (V3 5k-80k follower founder/creative · 25-32) per venue. Each ambassador commits to drinking Spritzies at their assigned venue once a week for 4 weeks · posting one photograph from each visit (ambient · peer-register · venue context not bottle hero). Supply: 24 cans per ambassador per month (personal + sharing-with-table within venue's RSA framework). Week-5 outcome: venue staff have seen Spritzies four times in a month from a credible patron · inbound to /venue from venue manager is the desired action.

The Earned Moment

20 venue-tagged IG posts across 4 weeks (5 ambassadors × 4 posts) showing Spritzies in situ at 5 specific Sydney venues · zero brand-policing copy · each post tagged @ the venue. The compound: the venue's own Instagram algorithm surfaces these posts to the venue manager organically. By week 4, venue staff are asking who's importing Spritzies.

The Substrate Wiring

Airtable5-venue map (venue name · ambassador owner · weekly post log · venue-inquiry status) · per-venue funnel rows

ResendWeekly ambassador nudge ("post this week · one image · venue tag") sent Sun

/venue (public)Inbound from venue staff routed to Tommy via existing form pipeline

/admin/marketing-engine/venuesOperator console with 5-venue map status (existing surface · add per-venue filter)

Plausible/venue traffic source tags per venue (track which IG post drove inquiry)

The Constraint

Ambassadors must have ORGANIC reason to be at the assigned venue (regular patron · local · pre-existing relationship). Choosing a venue where the ambassador has never been reads as paid placement and burns the credibility — the whole mechanic dies. Per V3: "people follow personalities more than brands · brand-fit + audience quality" — the AMBASSADOR-VENUE-fit is the load-bearing match.

Budget

A$3,000 - A$5,000 (product · ambassador stipend · 1 photographer capture-day · misc)

V3 Anchor

Phase 1 Sydney premium on-trade · ambassador-led activation

Underlying Mechanism

footprint-hijack + community-precedes-product

Timeline

T-7: 5-venue target list confirmed (Tommy + Condon Entertainment intelligence) · 2026-06-06
T-7: 5 ambassadors confirmed + handbook clause signed · 2026-06-06
T: Week 1 starts · 2026-06-13 (aligned with Manly Marlins post-event ambassador momentum)
T+35: Week 5 report · 2026-07-18
T+42: 2-of-5 venue inquiry conversations active → /venue funnel

KPI

20 venue-tagged IG posts across 4 weeks (audit-trail in Airtable)
2 venue inquiries via /venue from venue staff (target conversion: 40%)
1 Phase-1.5 venue placement secured by 2026-07-31
0 ABAC breach posts (audit via ambassador handbook compliance clause)
Permanent earned-media asset: the 5-venue map photograph becomes /press kit hero

Source playbook · guerrilla-playbook-spritzies-2026-06-01.json · mechanic G05. Brief mirror at clients/spritzies/.nexus/guerrilla-concepts/G05-*.md.

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