MullenLowe Shanghai has launched a social campaign named “Winter is here, savor the long night”. The brand is White Walker by Johnnie Walker, one of the sub-brand of Johnnie Walker.
The overview of the campaign includes Limited Edition partnership with Game of Thrones, One of a kind bottle with a custom blend and unexpected design reveal, and Timed to insert Johnnie Walker into one of the largest cultural entertainment events in history(Game of Thrones Season 8).
To a hard core HBO Game of Thrones fan, the most famous and memorable line in GOT is “Winter is here”. “Winter is here” means that the human world enters into a dark and long night status, consumers would savor a drink of whisky to spend the night.
The campaign objective is to build white walker by johnnie walker brand as a cool whisky brand among young consumers.
Then, the execution includes paid social media—
WeChat: hire 4 big kols in fashion & hot topic category to build up the cool brand image by introducing the cooperation with HBO GOT and cool product package(the bottle side panel will turn from normal white panel to see “Winter is here” when is frozen).
EC live streaming: hire 2 kols to do the live streaming on the event night to demonstrate the cool cooperation details and new product launch moments by capturing cool interaction devices and the fashionable event decoration.
Own social: announce the cross branding between HBO and Johnnie Walker during the offline White Walker event.
The paid WeChat kol articles achieved good results within just half a month after the launch, all kol articles performance were better than expectations.
The campaign will be kept on running until May 2019.