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Whyte & Mackay Whisky

Whyte & Mackay to run social media search across the UK for hidden Shackleton whisky


By The Drum Team, Editorial

November 10, 2011 | 2 min read

Whisky brand Whyte & Mackay has challenged city explorers across the UK to find its Shackleton replica whisky using social media.

The company has hidden bottles of the whisky across 10 UK cities and will aims to allow people to use the Repudo app to search for the £100 bottles, recreated from those onboard the 1907 Nimrod voyage.

Only one of the 21 Repudo tags will contain a bottle of whisky, while the others will be empty.

Rob Bruce, head of PR for Whyte & Mackay, said: “Shackleton was a top explorer so what better way to mark the success of this whisky than by encouraging people to explore their city.

“It would be impractical and irresponsible to leave a real bottle out in the street, but this approach maintains the element of adventure in a safe and engaging way.

“We’ll update the blog at our site so that people know when a bottle has been found, and we’ll keep the competition open until they are all found.”

The Repudos will be rolling out on a week by week basis, beginning in Dublin on 14 November, followed by Glasgow (21 November), Cardiff (28 November), Southampton (5 December) and London and Birmingham (12 December).

Whyte & Mackay Whisky

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