Scotch whisky brand Label 5 flies five Instagram competition winners to New York to star in marketing campaign
Scotch Whisky brand Label 5 will kick off a marketing campaign this week with the help of five winners from an Instagram photo competition in which users were invited to submit pictures representing the number five.
New York, New York: Five competitors won the Label 5 US trip
The winners, from Australia, Belgium and Lebanon will be flown to New York this week to star in the brand's WorldmiXperience web series. The five films will include creating a flashmob with the help of eight street dancers in Union Square and a "5 Pointz" challenge in which the five participants will meet graffiti artists Meres and create a work of art around the number five.
Brand manager at Label 5, Aurelie Prat, commented: "New York is known the world over for having an urban population that is the most culturally diverse, one that allows for constant discovery on a daily basis, and for having a legendary reputation.
"As such, the Big Apple epitomises what Label 5 is all about and seemed a very natural location to host and launch the Label 5 WorldmiXperience web series."
Videos from the five-day challenge will begin broadcasting on 18 April and run until 23 April with accompanying images and interviews. All of the material will be available to view on the brand's Facebook page.
The international brand is sold in more than 100 countries and ranked number nine on the worldwide Scotch whisky market.