Laphroaig is a single malt peated whisky from Islay that describes itself as "The most richly flavoured scotch whisky in the world"—now, the brand is inviting people on Twitter to share similar 'Big Opinions' as part of the #OpinionsWelcome campaign.
Over the course of five days in October, the campaign will involve displaying real-time tweets on feelings about the whisky, which will be projected onto the walls of Laphroaig’s Warehouse No 1. The tweets will be personally selected by Laphroaig distillery manager John Campbell and included Twitter users will receive a photo of their opinion being displayed on the walls of the 200-year-old distillery's wall.
For interested fans, the revealing of the tweets can also be watched through a live broadcast.
Opinionated Whisky Campaigns
Laphroaig is Projecting 'Big Opinions' from Twitter onto a Distillery
Trend Themes
1. Real-time Social Media Engagement - The #OpinionsWelcome campaign demonstrates the trend of brands leveraging real-time social media engagement to create interactive experiences for their audience.
2. User-generated Content - By inviting Twitter users to share their 'Big Opinions,' Laphroaig is tapping into the trend of user-generated content, allowing consumers to become active participants in the brand's marketing campaign.
3. Interactive Brand Experiences - Displaying real-time tweets on the walls of the distillery highlights the trend of brands creating interactive brand experiences that blur the line between online and offline engagement.
Industry Implications
1. Alcohol and Spirits - The alcohol and spirits industry can benefit from embracing real-time social media engagement and user-generated content to create unique and engaging marketing campaigns.
2. Hospitality and Tourism - Hotels, restaurants, and tourist destinations can explore the trend of interactive brand experiences by incorporating live social media displays that encourage real-time guest engagement.
3. Social Media and Marketing - The social media and marketing industry should pay attention to the trend of real-time social media engagement and user-generated content, as it presents opportunities for creative campaign interactions and audience participation.