Likely, you’ve all experienced that moment in a nightclub where the music is building to that point of crescendo when the ultimate DJ-induced climax occurs. Working with Happiness Brussels, Eristoff Vodka has turned that moment into an online game called Drop That Beat, the aim of which is to identify the exact moment the beat will drop.

The campaign is said to target what the brand calls Nightwolves — men in their twenties who love to club, the exact group Eristoff wants buying its vodka. The Bacardi brand liberally uses wolf-oriented language and imagery which refers to its origin in Georgia, whose name in Persian means “land of the wolf.” Its logo incorporates a drawing of a wolf howling at the moon.

The web-based, multi-platform game has single and multiplayer modes and all that is required of the player is to hold a finger on a button until the exact moment the beat drops in one of four songs, each of which changes each time the game is played thus altering the exact moment the beat drops each time.