The launch of Johnnie Walker White Walker
THE BRIEF
JOHNNIE WALKER WHITE WALKER
In April 2019, Johnnie Walker launched the Limited Edition ‘White Walker’ bottle in collaboration with HBO and hit TV series, Game of Thrones (GOT). In keeping with the winter theme of the series, the innovative whisky was best served from the freezer. The bottle used temperature-sensitive technology that revealed the words “winter is coming” when properly frozen.
Capacity Relations’ objective was to ensure that the collaboration was impactfully launched with Johnnie Walker remaining the hero in all communications, in order to achieve a significant ROI of positive branded coverage across the range of media.
RESULTS
Capacity Relations ensured an appropriately packed media and Influencer attendance at the launch event. We also seeded the Limited Edition packs to select target media and Influencers as well as high profile whiskey-lovers. We further hosted guests at Nu Metro screenings across the country for the first episode of the then-new series, to establish brand dominance and create the ultimate GOT FOMO. We supported this by working with our Johnnie Walker Influencers on social media platforms throughout the then-current GOT season.
April 2019 (three weeks)
- Target –KPI R3 million coverage; ROI of R7,2 million coverage with additional remarkable social media engagement
- Target – boost sales; Johnnie Walker White Walker sold out on Takealot.com within 24hrs and demand for the product increased significantly
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