Johnnie Walker Promo FROM EVENT TO EXPERIENCE by Wunderman New York

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Industry Whiskey
Media Promo & PR
Market United States
Agency Wunderman New York
Associate Creative Director Brian Kunath
Art Director Alex Evans
Copywriter Joe Nagle
Released April 2010

Credits & Description

Category: Best use of Social Media Marketing in a Promotional Campaign
Product/Service: WHISKY
Date of First Appearance: Apr 1 2010
Entrant Company: WUNDERMAN NY, USA
Executive Vice President/Chief Creative Officer: Nick Moore (Wunderman)
Associate Creative Director: Brian Kunath (Wunderman)
Copywriter: Joe Nagle (Wunderman)
Art Director: Alex Evans (Wunderman)
Account Director: Jennifer Towers (Wunderman)
Account Executive: Mary Scott (Wunderman)
Senior Producer: Matt Ryan (Wunderman)
Executive Vice President/Strategic Services: Margie Chiu (Wunderman)
Data Analyst/Marketing Intelligence: Cynthia Koo (Wunderman)
Media placement: Web - Facebook, Twitter, Foursquare, - 1 April, 2010
Media placement: Email - Email - 1 April, 2010
Media placement: Mobile - Urban Daddy and Thrillist - 1 April, 2010

Describe the objective of the promotion.
"Scotch" brings to mind a specific set of characteristics: sophisticated, challenging and, at times, inaccessible. If we wanted guys to consider Johnnie Walker, we had to redefine what scotch means.

The traditional formula for attracting new scotch drinkers is through organised mentoring programs. But such "lectures" tended to be as dusty as scotch itself. So we set out to turn one of the oldest names in whisky history into the host of the most social scotch gatherings happening anywhere.

Our idea: transform one-off tastings into a participatory experience that kept guys engaged and sharing, to transform how men saw scotch.

Describe how the promotion developed from concept to implementation.
We considered our two most valuable assets—a dedicated group of social followers and an existing event infrastructure—to help us rethink the scotch tasting experience.

As soon as attendees arrived, they were connected with a hash tag for tweeting, check ins for Foursquare and Facebook Places, QR codes, a SocialPix station for photo-uploading and tagging, and a user-generated mobile "Whisky Atlas" to guide users to nearby hotspots after the event ended.

Our Master of Whisky encouraged attendees to share every step of their scotch experience. Judging by the results, they were happy to oblige.

Explain why the method of promotion was most relevant to the product or service.
Having earned over 100,000 Facebook fans in less than two years, it was clear that scotch enthusiasts were taking to social media in droves. So focusing efforts there - through geo-targeted posts, personal messages, and live event updates - meant that we we'd end up hosting a highly engaged audience.

This dovetailed perfectly with organising a social media-focused tasting event. We augmented our attendees' proclivity towards sharing by giving them the tools to do so, on-site. Tasting venues were peppered with social media callouts, and Wi-Fi and iPads allowed attendees to keep social contacts updated with their latest tasting developments.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The impact of our program was dramatic. 78% of new attendees were within the brand’s target range, 86% of House of Walker attendees talked about Johnnie Walker in a positive way, and 81% shared knowledge of Johnnie Walker.

Over 5.8 million impressions came through earned media channels (Facebook, Twitter, Foursquare, Yelp). Our 15,000 attendees generated over 325,000 “Endorsed Reach” hits – friends who picked up on “endorsement actions” such as Facebook comments and tweets. And our Facebook fan base jumped 157%.

What was once a single-night event catering to a few became a social media-driven experience reaching hundreds of thousands.