Installation of the Week: Going Back in Time to Boost Brand Awareness

0

When one thinks of Scotch whisky, they rightly think of Scots. The malt or grain whisky must be created in a manner specified by law in the same way that true bourbon only technically helms from Bourbon County, Kentucky. In particular, fine Single Malt Scotches have been the alcoholic drink of choice for everyone in Scotland from dram-wielding kings to blue-collar workers since the 15th century. However, as a matter of fact, France consumes more Scotch (including both blends and Single Malts) than any other nation, based on total volume of cases imported. France is followed by the United States and Taiwan respectively, and it is the latter country where we find our latest Installation of the Week. Posterscope Taiwan recently launched the “Glenfiddich Bar 1963 New York” campaign in Taipei’s bustling Xinyi District to promote the luxury brand (a late entrant to the competitive Taiwanese whisky market) with a digital installation that used Kinect motion sensors to transport bar patrons to a sentimentally antiquated New York cityscape where they could appear as brand representatives. To boost attendance at Bar 1963 New York, Posterscope pushed messages to people in an area 3 kilometers around the Taipei location. They also employed old-fashioned paperboys to pass out flyers around the bar, nearby theaters and the Mass Rapid Transit (MRT) stations. In addition, smartphones and social media played an integral role in spreading awareness as Taiwanese citizens snapped photos of themselves interacting with the 3D installation’s hashtag wall. By using the campaign’s hashtag, participants were entered into a pool to win a trip to New York City, and free tastes of Glenfiddich were offered on Facebook. In just under three weeks, more than 18,000 people visited Bar 1963 New York, and 7,000 visitors have been lucky enough to receive a free sample of this unique liquid gold beverage. Thanks to a clever and nostalgic implementation of digital media, Glenfiddich is now trending and making up for lost time in Taiwan.

About Author

Jason is a screenwriter, filmmaker, multimedia journalist and editor of DigitalSignageConnection.com. After film school, he attended USF to graduate with a journalism degree. Since then, Kushner has shot video and written for a myriad of publications and multimedia projects including Creative Loafing Tampa, Gogobot.com and TBO.com. His 2009 documentary American Colonies: Collapse of the Bee explored the phenomenon of Colony Collapse Disorder in honeybees and the various environmental/economic repercussions. The film became an Official Selection at 12 international film festivals, won Best Documentary at the 2009 Central Florida Film Festival and a John Muir Gold Award at the 2009 Yosemite Film Festival. In 2015, he became editor of DigitalSignageConnection.com at Exponation in Atlanta where he puts his combination of media skills to good use.

Leave A Reply