The campaign seeks to engage with fans of Ballantine’s Finest, driving awareness and education of Ballantine’s 12 Year Old, and encouraging trial of the super-premium spirit.
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| Ballantine's Live - Driving awareness of Ballantine's 12 Year Old |
Using the data generated by hashtags, images, filters, time of day and locations used by fans to share their whisky occasions online, Ballantine’s will be able to then define whether the posts are typical of either a Ballantine’s Finest or 12 Year Old occasion.
The information will then be published on the Ballantines website, which will feature the most talked about Finest and 12 Year Old occasions on Twitter, the most ‘checked-in’ bars where people are enjoying their Ballantine’s via Foursquare, and the most popular filters used on Instagram for people sharing their Ballantine’s consumption moment.
Commenting on the launch, Peter Moore, Ballantine’s Global Brand Director, said: “We are excited to launch a new and innovative campaign that will educate Ballantine’s Finest drinkers about the qualities of our 12 Year Old expression in a way that is both interesting and engaging. Ballantineslive.com will explore how internet users are drinking whisky in real time, while inspiring young adults to embark on an explorative journey of our award-winning Ballantine’s range.”
2014 has marked a strong period of successful and innovative initiatives for Ballantine’s, which has seen the brand launch its ground-breaking online Ballantine’s Golf Club, partner with popular music channel Boiler Room, challenge entrepreneurial bartenders to present their own vision for a dream bar and generate global support for the creation of the world’s first whisky emoji.
For more information on Ballantine’s Live, visit www.ballantines.com
Source: Richmond Towers Communications