Online, TV, and magazine advertising aren't enough for some companies. One case in point is distiller Glenfiddich, known for its single malt scotch whiskey.
On Tuesday, the brand organized a media briefing on a 75-foot yacht on New York City's Hudson River. There, it introduced its multi-million dollar advertising and marketing campaign, "One Day You Will" and gave a dozen business journalists the opportunity to sample its whiskey, which is aged from 12 to 50 years. (Lobster macaroni and cheese, sliders, and lamb chops were also served.)
The 124-year-old company sponsors 100 to 150 tasting events each year in the United States; about 30 to 40 people attend each event. To help Glenfiddich connect with prospects and customers at these events, digital advertising agency LBI developed a specialized iPad app.
Anyone attending a tasting will be asked to "sign in," using the iPad app. Each participant will be asked to provide her name and e-mail address, answer a four-question poll about her interest in whiskeys, and identify her primary "inspiration" or interests (e.g., sports & leisure, travel, or indulgence.) The app, when it's rolled out, will also give a consumer the ability to sign in to the app via Facebook.
"It's a beautiful tool to bring a campaign to life. We're bringing the digital assets and new media to the consumer - at points of interaction," said David Bitran, senior brand manager.
Because some states prohibit advertisements to promote tastings, Bitran said people on Facebook can use the social network to notify their friends about upcoming events.
London advertising shop Leagas Delaney developed the "One Day You Will" creative. JPMH is handling the digital campaign in the U.K.
In addition to online advertising, the ad campaign will be featured on out of home billboards in New York’s Times Square and in Dallas, Los Angeles, and Chicago and in print advertisements in lifestyle titles such as Esquire magazine and Men's Journal.
On Facebook, more than 16,000 "like" Glenfiddich. There, fans gush over their preferences. "The 12 is a dream, the 15 is heaven, the 18...too good for mere mortals!!! Hope I can make that next step someday soon," wrote one fan.
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Anna Maria Virzi, ClickZ's executive editor from 2007 until 2012, covered Internet business and technology since 1996. She was on the launch team for Ziff Davis Media's Baseline and also worked at Forbes.com, Web Week, Internet World, and the Connecticut Post.
December 12, 2013
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