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Johnnie Walker creates digital toolkits for ambassadors [VIDEO]

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Johnnie Walker has partnered up with iris to launch the “Ultimate Immersive Mentoring Tool” for its blend, Johnnie Walker Blue Label. The brand aims to take mentoring to a wider audience by targeting a new generation of whisky drinkers.The new tool enables local brand ambassadors to take quality whisky mentoring to a global audience.Inspired by the whisky’s six flavours: Fresh, Fruit, Malt, Spice, Wood and Peat, the immersive flavour journey, available on both Android and iOS, puts the power of Johnnie Walker’s best Whisky Sommelier in the hands of the Brand Ambassadors anywhere in the world, who can now, regardless of their knowledge, deliver a whisky mentoring experience.[embed]https://vimeo.com/133745482[/embed]The 360 digital platform will run in three formats: an Ultimate Immersive Mentoring Tool on tablet for iOS and Android; online web activations; and large scale immersive projections, shown at exclusive Johnnie Walker events.The digital experience was conceived in close collaboration with creative digital production company, MediaMonks.In addition to this, iris has worked with Johnnie Walker on developing live mentoring experiences and opportunities, through ‘satellite events’ around the world. Using a combination of surround sound, large-scale projections, props and scents, guests will be transported into ‘immersive environments’ that embody the Blue Label blend.Covering every touch point of the shopper journey, Johnnie Walker hopes to reach existing brand advocates, potential purchasers and one-off luxury ‘gifters’ through the new mentoring approach.The app will be rolled out across all key Johnnie Walker markets with launch events confirmed for 2015 in Malaysia, Indonesia, and South Africa.James Thompson, global managing director of Diageo Reserve, said:“Flowing from this theatrical extravaganza, our revolutionary new digital mentoring execution breaks the mould in its approach to consumer education. At its heart is the pioneering Symphony in Blue 360° Digital Mentor film, which raises the bar for mentoring by engaging with consumers directly and showcasing our liquid credentials of rarity and craft.”Grant Hunter, regional creative director, iris APAC: “We've created an immersive experience as well crafted as the blend itself. One that takes people on a new journey through flavour. The experience is designed to improve drinkers' understanding of the 6 core flavours in Johnnie Walker Blue Label.”Wesley ter Haar, founder and COO of MediaMonks said: “As a production company, it doesn’t get much better than working for an iconic brand like Johnnie Walker. They place an exceptional emphasis on craft, and this project has allowed us to consider details at an unseen level.”

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