Whisky education has been a proven growth driver for Johnnie Walker. However, limited reach and high costs have made traditional methods difficult to scale. Vaynermedia was challenged to create a new business model and bring this experience to more than 1 million people by summer 2017.
Through immersive experiences on Amazon Alexa and Facebook Messenger, we created a multi-platform digital whisky guide that Johnnie Walker fans can talk to anywhere, any time. With 1 billion active users on Facebook Messenger and the Amazon Echo in nearly 4 million homes, these platforms gave us the unprecedented reach and conversational technology needed to achieve our goal.
Johnnie Walker became the first guided whiskey journey in voice. It also positioned Johnnie Walker as an innovator in the industry and secured more funding for an increased scope.
Client: Johnnie Walker
Agency: VaynerMedia
Copywriter Partner: Kevin Daley
Role: Art Direction / Designer / Animator / Photographer
Support Content GIFs and stills.
Used in Johnnie Walker social channels.