Work

Presentation of White Walker by Johnnie Walker

On November 28, 2018, Johnnie Walker introduced its new, limited-edition White Walker bottle, inspired by the hit HBO series Game of  Thrones. Those attending the exclusive event at Madrid’s ABC Serrano Shopping Center were treated to an immersive, beyond-the-wall experience.

Objective

To introduce the new White Walker by Johnnie Walker bottle (inspired by the White Walkers of the critically acclaimed HBO series Game of Thrones) at an event in Spain.

Audience

More than 650 guests, including digital influencers, celebrities, high-level journalists, media executives, and consumers. Consumers also were engaged via the organization of prize draws in partnership with HBO Spain and media outlets such as The Huffington Post and the LOS40 national radio network.

Obstacles

Spain is a dark market for whiskey, with many legal restrictions on its promotion. We therefore had to create a sufficiently attractive event to encourage guests to attend and organically publish content on their social media sites.

Insight

The forging of partnerships with customers, in this case Johnnie Walker and ABC Serrano Shopping Center, enables mutually beneficial results for both brands.



The Team

Account Team

Cayetana Peláez
Sr. Vice President
Lifestyle

Beatriz Pavón
Account Director
Lifestyle

Agustina Ratzlaff
Sr. Account Executive
Lifestyle

Vanessa Zerpa
Account Executive
Lifestyle

Digital Marketing Team

Pelayo Santos
Sr. Manager Influencers
Marketing

Elena García
Strategist Digital Marketing

José Pérez
Account Executive

Sofía Durán
Analyst Digital Marketing

Production & Creative Team

Leandro Gualdi
Sr. Manager Events

Cristina Ruiz
Producer Events

Blanca Vázquez
Producer Events

Guillermo Pérez
Sr. Art Director

Results

400

Social Media Clips

3M

Social Media Reach

66K

SM Engagement

40

Press Clips

1M

PR Value

More than 30 media outlets (photojournalists and reporters from social media sites and news agencies) covered the photocall, which featured more than 15 national celebrities.

Outstanding turnout and production level. An unmissable event. Elena Santamaría - DIAGEO

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