Objectives & Strategy
Engineer an integrated experience to launch and introduce five new single malts to US media, influencers and high-end Single Malt Whiskey drinkers.
Utilize experiential theater and take the written stories of the malts off the page and bring them to life – literally. We’ll design and build 8 scenes that immerses guests into the heart of the brand history so they can discover and experience the malts first hand, while providing them with a truly unique and unexpected but educational experience.
Leverage the activation and set build to shoot branded content on-site for post event amplification and to drive awareness surrounding the regional events and wider reaching consumers.
Over 300 guests attended, including key lifestyle and trade media from Details, Cool Hunting, Time Inc, NY Mag, Forbes, Esquire, Wired, WSJ and Men’s Fitness, in additional to targeted whiskey drinkers.
2,250 drams of whiskey tasted.
68 press features to date, totaling over 200M impressions and counting.
15M likes on Instagram within a few hours of the event going live.
Ultimately, a breakthrough experience for the spirits industry in the US!
“I have been to a lot of events in NY, but this is by far one of my favorites. What a bad ass event!” “The innovative and immersive experience of the event really brought the malts to life in a whole new way. The history, the language, the costumes, the actors – just fantastic.” DETAILS, William Pelkey
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