The Challenge
Drambuie has a great brand programme driven by an annual cross-country event called ‘The Pursuit,’ but needs to connect with young men to drive uptake.
The Insight
Our target audience lives and breathes online social networking. We used real participants in The Pursuit to spread news about the brand through peer groups.
The Solution
A multi-channel peer network approach driven by a strong content theme, all underpinned by an authentic brand story.
The Results
After only two months of the activity being live, registrations for the pursuit exceeded last year’s total and user generated content goes global!