In collaboration with King James RSVP and Punk we recently launched the new Johnnie Walker Platinum Label blend with a 1 bottle, Liquor Store in Melrose Arch. The store was mirrored with an online version on Facebook and a microsite. The purpose for both was to tell the story of the blend and allow consumers bid for the very first Collector’s Edition bottle to enter the country.
Our role was to engage consumers via the brands Facebook page and a supporting social media ad campaign. The activity to date has substantially grown the brands community (a rise of 16,000+ fans) and engaged 25,000+ people (through comments, likes and shares). There was also 1359 bids (way beyond expectations). The bids are still being verified but it does look like a substantial amount of money has been raised for South Africans Against Drunk Driving.