Developed by Tequila\ China, the push involves sending out a DM pack to targeted Chivas customers, who have previously registered online to receive promotions. The 'tasting packs' contain instructions, tasting glasses, a mat which doubles as a mouse pad, brochures and three sample-sized bottles of whisky: Chivas Regal 12, Grain and Strathisla. The boxes also contain a coded invite to a virtual testing at an online bar, where recipients are first walked through a 10-minute interactive presentation, which covers the history of the Chivas brothers and information on the whisky region Speyside.
"Today in China many brands are involved in exposing consumers to traditional tasting events," said Thomas Menier, brand ambassador for Chivas Regal 12, China. "We are using the web, a powerful tool, and providing consumers with the product so they can participate in an engaging online experience, which teaches them about the Chivas Regal 12 year old."
Ross Gearing, director of CRM, Tequila\China, said the brand will also be able to track campaign results online. "Our research found that our key consumers are interested in the product but they have very demanding work and social schedules. To ensure the experience is premium and experientially rich, we need to have more than a website, even one where real video is integrated into flash."
