Johnnie Walker Enhances Whiskey Drinking with an Immersive App
Laura McQuarrie — August 13, 2015 — Tech
References: johnniewalker & adweek
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.
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.
Trend Themes
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Immersive Brand Experiences — More brands are finding innovative ways to create immersive digital experiences that connect with consumers and increase brand loyalty.
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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.
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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
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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.
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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.
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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.
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