Diageo wished to crack ‘what’s trending locally in the on-trade’.
They wanted to drive engagement online from Johnnie Walker Red label and Ginger Ale sampling activity and harvest user generated content for use in Out-of-Home, whilst sharing information on nearby participating venues.
Liveposter designed and implemented a dedicated micro-site to capture selfies for ‘The boldest pose’ competition which offered a chance to win a 4* trip to Berlin with Johnnie Walker Red.
Liveposter also developed and delivered dynamic posters to circa 200 digital screens across roadside and tube environments, displaying location aware recruitment messaging and deliver the selfie user generated content on the night.
A ‘Venues near here tonight’ poster was live throughout the day driving awareness of venues within the screen locale. A weekly list of participating venues was updated automatically to the mobile site and posters.
From drink o’clock (18:30) the posters showed the latest selfie’s from the mobile site of participants enjoying Johnnie & Ginger drinks around town in real-time.
The dedicated mobile site captured over 400 selfie images from over 1000 website sessions resulting in 214 unique images being displayed in digital OOH posters over campaign.
The Liveposter activity was described by Diageo as a crucial driver in the success of the campaign amplifying the sampling activity.
35% of Londoners were presented with the campaign 8.6 times.
There was a 15% increase in Johnnie Walker Red awareness and a 121% increase in positive brand perceptions.