Elmwood Edinburgh creates Glayva microsite
Elmwood has created a microsite for Whyte & Mackay has launched a peer-to-peer music streaming programme as part of its Long Summer Campaign for Glayva.
An interactive microsite for the campaign has been developed by Elmwood which offers visitors the chance to contribute to and download the world’s longest playlist, compiled through music website Spotify.
The Edinburgh based office of the design agency was responsible for building the microsite and developing the visual identity for the summer campaign, which introduces bold colours and summer imagery to Glayva’s brand identity.
Spotify is a music site which allows members to create and listen to their own playlists of songs streamed to them online.
By linking in with the site, Glayva will look to engage influential, social consumers and promote Glayva as a drink which can be enjoyed on all occasions.
Lisa Maule, Glayva global brand manager, added: “It’s crucial to find new ways to engage with a fresh audience. By creating a link up with Spotify – the very first of its kind - and asking consumers to help add to the summer playlist we’re creating a real correlation between summertime and Glayva. We’re confident this campaign will generate short term excitement and long term interest in the Glayva brand both at point of sale and online.”
The microsite will be supported through guerilla marketing, involving highly targeted seeding and viral activity, as well as via promotional material that will be used in pubs, restaurants and retail outlets that stock the Whyte & Mackay owned brand.
Paul Sudron, design director, for Elmwood Scotland commented: “Glayva is a well established global brand and our Edinburgh office was particularly excited by the opportunity of working with another world-class Scottish business. This is an original, non-predictable campaign and we look forward to consumers engaging with Glayva on a new level.”