Rethinking marketing programs that rely on in-person engagement to raise brand awareness and create demand for products is a challenging task. But as the coronavirus era continues, examples of brands producing innovative, virtual programs are piling up—from Airbnb’s new experiences platform to Klarna’s virtual drag brunch series. Event Marketer looks at how a whiskey blending event was adapted for an online audience through crowdsourcing, polling and a live-streamed event.
The event, conceived by online spirits community Flaviar and WhistlePig whiskey, centered around Blend Your Own Whiskey Kits attendees received through the mail ahead of time. A microsite provided tips for blending at home and a link for participants to submit—and ultimately vote on—their favorite blend recipes. Then, the top three blends were recreated during a live event streamed on YouTube that included WhistlePig’s master blender and other spirits influencers. For a deeper dive into the program, read more in Event Marketer.
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