Scottish whisky brand Johnnie Walker is harnessing the consumer desire for convivial (particularly skills-based) brand information by embracing conversational digital interfaces with an edutainment edge.
It’s doing so in a cross-platform collaboration with Facebook Messenger’s chatbot feature and Amazon Alexa Skills – the part of the Amazon Echo smart home speaker that allows users to give actionable voice commands and receive corresponding information. Both channels work in tandem to provide digital mentorship, but can also be used individually. Alexa provides the audio while Facebook offers the corresponding visual material and route to purchase.
With Alexa, users can search for Johnnie Walker via the Skills app, then verbally request to hear the history of the brand, downloadable cocktail recipes or a whisky blend recommendation matched to their budget and taste. They can also request directions to nearby Johnnie Walker retail stockists.
With Facebook, users wishing to view how-to cocktail recipes visit the JohnnieWalkerUS Facebook Messenger app page, and via the chatbot’s interactive instructions can choose from a series of videos utilising products from the brand’s entire portfolio. Additionally, American users can access online delivery services such as ReserveBar, Cocktail Courier and Drizly to immediately deliver whisky and other ingredients to their home.
With 989 million active daily users (Hootsuite, 2016) Facebook remains a key avenue for peripheral brand engagement.