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.
What Makes This Trend Stand Out
- Immersive Brand Experiences
- More brands are finding innovative ways to create immersive digital experiences that connect with consumers and increase brand loyalty.
- 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.
- 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.
Sectors Adopting This
- 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.
- 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.
- 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.
