Whyte & Mackay collect 2K leads through gamified phygital campaign in premium retail location
Success Stories
Whyte & Mackay (W&M) sell a range of alcoholic beverages, but most notably single malt and blended Scotch whiskies. Their brands include their own Whyte & Mackay blends; as well as Fettercairn, Dalmore, Jura, and Tamnavulin single malts.
Fettercairn is a single malt that’s not as well known globally as the likes of Jura and Dalmore, but the distillery boasts a rich history going all the way back to 1824, and utilises innovative techniques in its whisky making process.
The challenges
🎯 Whisky, particularly single malt whiskies, are a premium product. Standing out in premium retail spaces can be challenging, particularly when you’re up against competitors with decades of brand equity to throw around.
W&M were looking for a way to demonstrate the premium nature of their less well-known Fettercairn brand among duty free travellers, and maximise their presence inside the Global Travel Retail space in their Edinburgh Airport location.
The key objectives were:
- Educate consumers about the new Global Travel Retail exclusive Fettercairn range and its flavour profile
- Excite and convert duty free shoppers to the W&M malt portfolio during the buying journey
- Drive in-store sales
- Collect customer data
📱 Games and gamification experiences “by Drimify”
W&M went with gamification. They opted for the Drimify platform as well as the turnkey creation service for an optimised plug-and-play solution.
The Combo™ – Drimify’s format that allows you to combine multiple games into a longer, more immersive experience – was used to craft a direct user journey that starts with an attention-grabbing quid pro quo – play this game for a chance to win a bottle of Fettercairn 17.
The possibility to win the prize is the bait that encourages them to engage and begin the experience. The journey to the end is where branded messaging and storytelling is reinforced and made memorable through interactivity and game mechanics.
Why phygital gamification in the premium retail space?
Gamification was ideal for this challenge, as it’s an attention-dominating technique to tackle challenges in an environment that’s littered with distractions.
The video background capability of Drimify’s game engines also enabled W&M and the Drimify team to create a really slick and visually dynamic experience that can stand out in a premium retail space for all the right reasons.
The game was advertised on video screens and other signage around the shopping section of the airport with QR codes to access the game – blending physical and digital assets to engage and motivate customers.
The lucky winners were able to collect their prizes from the retailer by showing them their winning screen, while other players were encouraged to check out the exclusive Global Travel Retail range while they were there. (They couldn’t purchase them anywhere else, so the messaging created a degree of urgency, encouraging sales and discovery.)
Results and KPIs
Key figures 🚀
- 2,640 plays of the branded experience from 3,135 unique views
- 1,984 leads collected for future marketing activity
Objectives achieved 😎
- Fettercairn brand awareness boosted to a wide, qualified audience
- Fettercairn Global Travel Retail exclusive range sales increased from greater exposure through gamification
- Extensive customer data collected in a very targeted manner
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