Johnnie Walker enlists Alexa and Facebook Messenger bots for cocktail-mixing
Johnnie Walker wants to chat with you.
The Diageo-owned whisky brand is the latest marketer to launch on Amazon’s smart speaker Echo, giving you everything from personalized whisky-tasting tours to cocktail recipes. All you have to do is tap Echo’s voice service Alexa and say “Alexa, open Johnnie Walker.”
When you turn it on, it welcomes you by saying, “If you’ve got questions, I’ve got two centuries of whisky answers,” before promptly carding you by asking for your birthdate to make sure you’re of legal drinking age. From there, you can either choose to boost your whisky IQ or find a blend for yourself or a gift depending on your taste preference and budget. Ask it for whisky IQ, and Alexa might go onto tell you that only one in 10,000 casks are chosen to blend blue label. Or say “Choose a label,” and Alexa will give you a blend depending on your taste preference and budget.
The brand has also launched a Facebook Messenger bot that can also direct you to purchasing your favorite blend, guide you through hosting a tasting and even give you instructions on mixing up a cocktail. The Messenger bot is integrated with several features to give users a seamless experience: like ReserveBar which lets them order engraved bottles if they please, Cocktail Courier for getting ingredients for cocktails delivered to their doorsteps and Drizly for e-commerce delivery.
“In this digital age, everything is available online, on the latest app or your new tablet — so why not whisky?,” said Stephanie Jacoby, vp of marketing at Johnnie Walker. “Our strategy is to bring our brand credentials to life in interesting and relevant ways and to engage consumers by making whisky education fun and more accessible.”
Johnnie Walker’s agency, VaynerMedia, created the effort, which includes a series of online videos featuring mixologist Jeff Bell. One is a long-form video, where Bell will host an in-depth tasting of the brand’s full portfolio of flavors. Johnnie Walker will also be releasing a variety of short-form videos across its various social properties throughout the year. The activations are a part of the brand’s new “digital mentorship program,” through which it seeks to build brand affinity by showcasing what goes into its craft, blending expertise and giving them a peek into its brand history.
Johnnie Walker joins an increasing number of brands that are trying to automate their interactions with consumers, both through both bots and voice recognition services like Alexa. While a range of brands from Sephora to KLM have created bots on platforms like Kik and Facebook Messenger, others like Patrón, Uber and Spotify have integrated with Amazon Echo.These features not only reduce friction in a customer’s journey but, above all, are opt-in experiences where brands also try to be users’ friends, enabling everything from cocktail recommendations to personalized beauty tutorials.
‘Wildly under-utilized’: What influencer marketing looks like for the 2020 election
Now, with the election just over a month away, agency execs say that influencer marketing hasn’t been utilized as expected for this cycle.
‘Quickly turning on a dime’: How Cadillac steered its advertising through the coronavirus crisis
Cadillac CMO Melissa Grady shares how the company shifted its media mix and how it's planning for the uncertain road ahead.
Member Exclusive‘Truly integrated’: As an unusual school year commences, agencies are aiming to help working parents more than ever before
Agencies, which have long had reputations as difficult work environments for working parents, are adapting to be more flexible for parents this year.
SponsoredHow to approach a long-term identity strategy, minus third-party cookies
Tom Lavan, strategy and corporate development, Xandr As all of the major browsers communicate plans and timelines for deprecating third-party cookies, anxiety continues to grow among advertisers that are looking for new ways to engage valuable customers on a one-to-one basis. The impending browser changes will promote consumer privacy and are aligned with recent laws […]
‘How much do we want to get screwed?’: Confessions of an agency exec on lack of payment due to coronavirus
In the latest edition of our Confessions series, we hear from one agency exec who says that the “times are tough” excuse for late client payments isn’t cutting it anymore.
‘Doubling down’: Inside the 49ers social and digital rush to replace lost in-stadium marketing dollars
Without the ability to deliver ads to the 70,000 fans who attend games in-person, the 49ers have had to pivot to focus on digital and social channels.