Following the re-launch of the Chivas Regal 25 whiskey, the brand has worked with London-based design studios SomeOne and RupertRay to create an internal virtual microsite with the aim to educate the brand's internal marketing team on the marketing history behind the whiskey.
The microsite features the virtual city of Manhattan, New York, in the 1920s, where the Chivas Regal 25 whiskey was first launched in 1909, says Popsop. An interactive virtual world that conveys the glamor and luxury of the brand, the microsite provides the brand's global marketing team with information on past marketing activities and marketing guidelines. Users can navigate the virtual city to explore content that has been placed in different locations within the city, such as the Hotel and the Bar. Each location demonstrates a different facet of the brand's marketing activities, such as its advertising and merchandising.