Most adult consumers have preferred alcoholic brands that they trust, so encouraging consumers to impulsively buy alcohol in-store isn't always a simple task. This is what makes Heaven Hill's Larceny Kentucky Straight Bourbon Whiskey's POS marketing campaign so impressive, as the digital and in-person advertising efforts create a strong pull that results in consumers interacting with the product in creative ways.
The first aspect of this campaign is the in-store POS effort, which involves a temporary display that offers test samples, as well as instructions to downloading the accompanying app. In addition, this display features compartments that merchandise the alcoholic beverage, and an interactive map that details the different in-store bottles that can be scanned through the app.
Once home, consumers can continue to play with the app, as the augmented reality game offers sweepstakes and daily prizes. This interaction creates an incentivized campaign that gives consumers a reason to head to physical stores, or to re-visit the app.
Image credit: Larceny Kentucky, Packaging Stories