Why is this work relevant for Brand Experience & Activation?

We give Maker's Mark Bourbon Whisky the characteristic of charm online triggers the topic through online video and concentration online consumers to proceed with the offline brand name experience activities through a digital tool.

Background

The competition of the market for bourbon whiskey in Taiwan is fierce; the senior whiskey fans can hardly accept the unique taste of Maker'S Mark Bourbon Whisky; how to break through the deadlock in the market and enable the real brand name experience when the Scotch Whisky is the mainstream in the market.

Describe the creative idea (20% of vote)

There are quite a few men who desire to have the characteristic when presenting social charm. We create a series of experiences to allow the consumer to add charm.

Describe the strategy (20% of vote)

We discover that the location, like the bar, the men can present charm in such a scenario, we let Maker's Mark become the instructor for the consumer to gain the charm. Starting the topic online to product experience offline allows Maker'S Mark to become a representative of being charming.

Describe the execution (30% of vote)

We create Maker's Mark bar online to be attractive to draw the consumer's attention through how to acquire the charm of a sense of humor. Simultaneously, making Maker's Mark night on Wednesday night for fabricating the charm belongs to Maker'S Mark only in one of each bar, which allows the consumer to choose the bar where he can acquire the charm proceed the experience.

List the results (30% of vote)

More than 4.4 million people reached More than 1.95 million people watch the video More than 1.36 million times LBS commercial exposed Nearly 20,000 people-time interaction in a social group