Whyte & Mackay and Belhaven host experiential Lion Detector test to find true British & Irish Lions fans
Scotch blended whisky, Whyte & Mackay, is continuing its support of the British & Irish Lions fans with a pun-laden experiential tour of Belhaven pubs in Glasgow and Edinburgh.
Whyte & Mackay's Lion Detector
This week, at the Old School House in Glasgow and the Merlin Roadhouse in the capital city, mini stadiums have been erected where free drams of Whyte & Mackay will be handed out – if entrants can pass a lie detector test to separate rugby fans from devious chancers pursuing a free drink.
In the vernacular offered by Wire, the agency that designed the activity, it is a hunt to see who is ‘a true Lion’ against those who are ‘just Lyin’.' It appears all participants are awarded a drink regardless of any allegiance to rugby – or not.
Janice McIntosh, head of channel marketing at Whyte and Mackay, said: “We’ve been on a mission to help the Lions smooth things over and blend together as one team. Now we’re excited about taking the campaign offline and directly to customers watching the matches in Belhaven Pubs. The Lion Detector arrives just in time for the pubs to drive footfall around key matches against the All-Blacks as well as providing the opportunity for Whyte & Mackay to enhance the whole experience for current fans as well as introducing the whisky to new drinkers.”
Stuart Watt, commercial director, Belhaven Pubs, added: “We’re delighted that the Lion De-tector will roar into action at our pubs over the next three weekends. We know that our customers are already looking forward to watching the matches and this offers them an even fuller experience.”
Entrants are also entered into a draw that could see them win a signed British Lions jersey.
It builds upon previous activity from the brand, a humorous ad that looked to bridge the gap between the home nation players.
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