Johnnie Walker Red Label

Goal

Convert consumers from local spirits during their casual get-togethers.

Activation

Organize out-of-home experiences in selected bars in 2 major cities. Insiders invited a minimum of 7 friends to go out and enjoy a bottle of Johnnie Walker Red Label together.

Results

  • 130K

    face-to-face reach

  • 9 min 58 sec

    Average conversation time

  • 4k

    peer-to-peer demo & sampling

  • 170k

    private social media reach