Knowing the importance of connecting with consumers through websites and apps, Johnnie Walker recently created a new way to enhance the whiskey drinking experience.
From fields to spice shops, the app and website take consumers on a journey through the six flavors that make up the whiskey: Fresh, Fruit, Malt, Spice, Wood and Peat. The immersive digital experience is set to become part of the brand's "luxury mentoring program," which doubles as in-bar entertainment at tasting events. Since this virtual experience can be downloaded for mobile devices, it's also a powerful resource for brand ambassadors who want to educate Millennial consumers.
Although the experience exists as both a website and an app, the brand has alto tested it out as a LED wall projection to fully wrap whiskey drinkers in a 360-degree experience.
Captivating Whiskey Apps
Johnnie Walker Enhances Whiskey Drinking with an Immersive App
Trend Themes
1. Immersive Brand Experiences - More brands are finding innovative ways to create immersive digital experiences that connect with consumers and increase brand loyalty.
2. Digitization of Experiential Marketing - Brands are going beyond traditional marketing methods and utilizing digital tools like apps and websites to create immersive experiences for customers.
3. Virtual Brand Mentoring - The use of virtual experiences like Johnnie Walker's luxury mentoring program can be a powerful tool for brands to educate and connect with consumers, especially Millennials.
Industry Implications
1. Alcoholic Beverages - Brands in the alcoholic beverages industry can leverage digital tools like apps and websites to create immersive brand experiences that enhance the drinking experience and drive brand loyalty.
2. Luxury Goods - Luxury brands can use virtual experiences like Johnnie Walker's luxury mentoring program to engage with customers in a unique and innovative way and increase brand loyalty.
3. Marketing and Advertising - Marketing and advertising agencies can utilize technological advances to create digital experiences that take experiential marketing to the next level and help brands stand out in a crowded market.