In June 2018, The Macallan unveiled its iconic and unprecedented new distillery and visitor center, after many millions and years in the making. Solidifying its position as the luxury single malt, the brand needed to spread mass awareness about its opening to drive interest and traffic to this whiskey mecca as a true destination, as well as make the distillery more accessible to fans and employees unable to travel there.
We developed a global campaign and activation bringing the new distillery experience to consumers and stakeholders through an array of engaging experiences.
From the doors of the new distillery and inside the stunning new visitors' center, an interactive virtual experience allowed consumers anywhere in the world—at an event installation, on their mobile phones, on our social media pages, or in a retail store—to explore the new distillery as if they were really there. From Hong Kong to Mexico City to NYC and beyond, our installations and VR technology brought the distillery to the world.
From the doors of the new distillery and inside the stunning new visitors' center, this interactive virtual content allowed consumers anywhere in the world to explore the new distillery as if they were really there and choose their own path to learn more about the craftsmanship of The Macallan and its unrivaled whiskey-making process. Importantly, it could be experienced in many ways, from large-scale event experiential to a mobile, and was also translated into multiple languages - allowing it to meet any global market's needs. Versions of the experience include an enclosed "cube" with the video playing on all sides, a movie theater-scale panoramic video screen experience, a VR headset, a desktop experience, or through a mobile website on their phone. All without having to travel to Scotland.
Here in the U.S., the biggest market for The Macallan globally, we knew that we wanted to bring this content to life in a big way, and create a unique and immersive journey in a way that had not been done before. So, we built a giant 15x15x15 cube-like structure that used sensory technology to create a 4-D experience. Inside the cube, the 360 video content was projected all around you while cutting-edge technology weaved 4D effects into the overall experience - including wind and scent diffusion timed in sync with the video content. Interactive leap motion controls allowed guests to guide the experience with a mid-air gesture of their hand to learn more about the iconic estate, history and heritage of The Macallan and its unrivaled whisky-making process.
After previewing the 4D experience with a launch event in Brooklyn for media, influencers and key brand stakeholders, we brought the experience to Grand Central Terminal to generate mass awareness and buzz. For 3 days, we transformed the hum drum commute through Grand Central into a luxury tasting lounge for commuters, giving them the chance to "visit" Scotland and sample drams of The Macallan - all on their way to and from work.
To amplify, we utilized geo-targeting and industry-focused audiences on Facebook and Instagram to attract commuters and local fans to join us, and to become members of The Macallan New Masters - our CRM program. On social, we engaged influencers with national followings to help spread awareness beyond Grand Central. We also posted dynamic photography & video on our owned channels, to tell our new followers and fans the story of the new distillery - as well as re-invigorate focus on our unparalleled craftsmanship and rich whisky-making heritage.
Raise awareness and excitement around the new distillery launch, and The Macallan overall
Make the distillery accessible to key stakeholders who couldn't travel there right away, but needed to be engaged with - including employees, collectors and distributors
Use the distillery as a tool to recruit new consumers to The Macallan