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Cocktail Highs and Lows

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Some understand the expression “crying in your beer” better than others.

The owners of the Bull and Bear Steakhouse at the Waldorf-Astoria in New York City have figured out how to placate their affluent guests in a way that is both clever and appropriate. The restaurant is reducing the prices of its cocktails in line with stock market declines. Thus, investors who have had a bad day on the markets can be cheered by the opportunity to save at least a little bit of money.

The promotion provides a $1 discount on cocktails like Strawberry Caipirinhas, Silver Coin Margaritas and the Old “Waldorf” Fashioneds for every 1 percent that the stock market declined that day. There is a catch, though: In order to redeem the discount, restaurant- and bar-goers must prove that they’ve “liked” the Bull and Bear Steakhouse on Facebook or are following it on Twitter.

Just giving a discount is not necessarily memorable, but linking it to something that matters to your customers -- and making them provide some backing for your business -- works on multiple levels.