Diageo-owned Johnnie Walker is set to open up its exclusive tasting classes for its luxury Blue Label whisky for the first time via a 360 degree digital experience.
Previously the brand's whisky mentoring events were only available to 5 per cent of Blue Label drinkers, but in a bid to tempt new consumers to try Johnnie Walker people across the globe will now be able to enjoy the experience at select bars and events.
The challenge for Johnnie Walker Blue Label, which is the distillery’s rarest blend, was that its flavour profile can seem complex to the uninitiated so the Ultimate Immersive Mentoring experience, created by Iris and digital production company MediaMonks, will now let local brand ambassadors deliver quality whisky mentoring via a mobile app regardless of their knowledge.
James Thompson, global managing director of Diageo Reserve, said: "Our revolutionary new digital mentoring execution breaks the mould in its approach to consumer education. At its heart is the pioneering Symphony in Blue 360° Digital Mentor film, which raises the bar for mentoring by engaging with consumers directly and showcasing our liquid credentials of rarity and craft.”
In addition to this, Iris has worked with Johnnie Walker to develop live mentoring experiences and opportunities, through a series of ‘satellite events’ around the world. Using a combination of surround sound, large-scale projections, props and scents, fans will be transported into ‘immersive environments’ that aim to embody the Blue Label blend.
The app will be rolled out across all key Johnnie Walker markets with launch events confirmed for 2015 in Malaysia, Indonesia, and South Africa.