Chivas Regal 25 Microsite Showcases the Whiskey's Rich Heritage
Katherinev123 — August 9, 2012 — Lifestyle
Following the re-launch of the Chivas Regal 25 whiskey, the brand has worked with London-based design studios SomeOne and RupertRay to create an internal virtual microsite with the aim to educate the brand's internal marketing team on the marketing history behind the whiskey.
The microsite features the virtual city of Manhattan, New York, in the 1920s, where the Chivas Regal 25 whiskey was first launched in 1909, says Popsop. An interactive virtual world that conveys the glamor and luxury of the brand, the microsite provides the brand's global marketing team with information on past marketing activities and marketing guidelines. Users can navigate the virtual city to explore content that has been placed in different locations within the city, such as the Hotel and the Bar. Each location demonstrates a different facet of the brand's marketing activities, such as its advertising and merchandising.
The microsite features the virtual city of Manhattan, New York, in the 1920s, where the Chivas Regal 25 whiskey was first launched in 1909, says Popsop. An interactive virtual world that conveys the glamor and luxury of the brand, the microsite provides the brand's global marketing team with information on past marketing activities and marketing guidelines. Users can navigate the virtual city to explore content that has been placed in different locations within the city, such as the Hotel and the Bar. Each location demonstrates a different facet of the brand's marketing activities, such as its advertising and merchandising.
Trend Themes
1. Virtual Brand Worlds - Developing immersive digital experiences to educate consumers on a brand's history and values can increase engagement and provide a unique experience for customers.
2. Interactive Microsites - Creating microsites can be an effective way to provide targeted information to specific groups, such as a brand's internal marketing team.
3. Historical Marketing - Highlighting a brand's historical marketing activities in an interactive way can strengthen the brand's identity and create a sense of legacy.
Industry Implications
1. Alcohol - The alcohol industry can benefit from creating immersive virtual experiences that showcase a brand's history and can differentiate a brand within a crowded market.
2. Marketing - Interactive and immersive microsites can provide marketers with targeted information and inspiration on past marketing activities, and can aid in the development of future marketing strategies.
3. Design - Design studios can develop interactive and engaging digital experiences that showcase a brand's history and values, and can help differentiate a brand from its competitors.
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