The Glenrothes, unlike most other Malts, chooses it’s whisky when it reaches perfect maturity, not when it reaches a certain age. These Vintage expressions of The Glenrothes are loved by whisky afficionados and offer a novel means for new consumers to come into the brand. In 2012 the question was how to connect with existing consumers around the world and share the concept with those less familiar with the brand?
We developed the Vintage Maker promotional website at www.theglenrothes.com/vintagemaker and asked consumers to share their own Vintage Moments in words, a photograph or a video linked from YouTube.
We also asked them to tell us the year their Vintage moment occurred and invited them to tag their moment on a custom Google map, so we could display user submitted Vintage Moments in interesting ways, showing the global conversation surrounding the brand.
The activity was completely integrated with the brand’s Twitter and Facebook channels and supported globally via PR, events, online advertising and via 3rd parties.
We received thousands of Vintage Moments from across the globe and hundreds of photographs from the global Glenrothes family creating a rich legacy for the activity.
2011 was truly a Vintage year for The Glenrothes. This campaign didn’t just create awareness; it created understanding and generated deep consumer engagement with the brand.
Have a look at the other work we completed for The Glenrothes here