The Macallan ®

Building a Luxury Icon in 140 Characters #Macallan

Challenge:

How does a luxury lifestyle brand enter the social media arena in a way that engages its consumer, excites media and remains true to its core brand?

Creative Solution:

M Booth married The Macallan’s brand education initiatives with social media by hosting the world’s first-ever Twitter Scotch tasting. Hosted by The Macallan’s Brand Ambassador, M Booth hand-selected participants to live Tweet at a private, in-person tasting in NYC and targeted key Twitter influencers from across the country to follow along with an at-home tasting kit.

"Is it terrible I just woke up ... dreaming of Scotch? Can I have a #macallan breakfast tasting? I blame http://su.pr/2MmRof" - @NOTCOT

Results

  • Generated over 800 tweets featuring rich brand messaging delivered by third party Twitter advocates.
  • Reached more than 50,000 consumers via Twitter in the course of just one short evening.
  • Secured several extensive blog posts covering the event and reaching an additional 150,000 targeted consumers.
  • Established a social media engagement model for the brand that has been templated for global execution.