The Macallan was spending millions on missed on opportunities. I helped them close them, by closing the gap between IRL events and the digital world.
Each year this precious Scotch spends the vast majority of its marketing budget on experiential events that allow both new and expert Scotch drinkers learn how to appreciate this rare whisky. However, once they've wooed these guests for a few hours at each event most then simply walked out the door, leaving a missed chance to build a lasting relationship. Many of these missed connections were younger consumers The Macallan so badly needed.
Through deep insights into how the target preferred to communicate with brands (and the world in general), along with a deep understanding of The Macallan brand and its dedication to being "exceptional", I crafted a concept that brought the two together under a framework of Exceptional Communications.
Exceptional Communications was an initiative to have The Macallan attract, educate and set up a long term relationships with a new generation of consumers all through the channels and content that made the brand a modern marketer.
Entirely new Raise The Macallan tasting events were designed with this concept in mind - capturing the tastes and preferences of attendees, while providing them with education and entertainment from The Macallan during their downtime at the events. All of this was done through attendees' own phones to captialize on their natural mobile behaviors and the live event setting.
To capture this information, The Macllan created a series of engagements: from registration, throughout the event and then beyond. Behind it all was a robust, dynamic database that captured what each indiviudal attendee was interested in from The Macallan, tailoring each newly created relationship.
Raise the Macallan program overview
All event invitations and confirmations were mobile friendly to create a simple user experience in a preferreed environment for younge consumers.
Attendee confirmation was delivered as a simple QR code allowing admittance to the event to be quick and seamlees
Select "engagement" stations were created allowing attendees to recieve information and education about details of The Macallan brand and products such as: how the barrells are made, limited edition whiskies and what notes you will taste while drinking The Macallan. Each interaction was tracked to create a profile of individual attendee's prefernces and interests.
The information and education attendees recieved could be used immediately during the event or saved for future viewing.
Agency: LF O'Connell