London-based creative agency Work Club is driving the traditional Scottish whisky brand Ballantine’s into the realm of online social marketing.
An unexpected adopter of crowd sourced stunts that bridge the physical and digital worlds, Ballentine’s Leave An Impression campaign invited people to take part in the development of three art projects creating a tattoo, a mural and an ice sculpture carving. The brand streamed each event on Facebook while each artist interacted with fans via live chat to discuss how to proceed with the artwork.
The tattooing allowed fans to determine the next colour the artist used and the finished design also had an animated element – a QR code that sings when scanned.
These interventions have nothing to do with whisky, but propel the brand into a younger market sector – creating the type of disassociated brand experiences that are being used more frequently by marketers.
See Skin Deep: The Rise of Body Art for further examples of body art and branding.