To celebrate Laphroaig’s 200th Anniversary, we took a simple idea, and made a BIG impact.
Laphroaig comes from the remote island of Islay. The brand have been going for 200 years and in this time little has changed. Social still means the local bar and tweeting is predominantly the pursuit of the local bird population. As part of our #opinionswelcome campaign we brought Twitter to Islay in a big way by turning 140 characters into a 140’ projection on Laphroaig's Iconic distillery... introducing #BigOpinions
Over the course of five days #BigOpinions paid tribute to the Laphroaig drinker. People submitted their opinions on Laphroaig via Twitter and the very best opinions submitted were projected on the distillery wall.
Projection company, Projection Artworks developed a system designed to automate and operate in real-time. A live feed was set-up using the Livestream service (the first point of capture), which allowed users to log-on to see their tweet being typed out and projected against the distillery wall. A separate camera also captured automated individual video and photographic content (the second and third points of capture). This enabled two-way communication, by letting the brand engage with consumers’ tweets and then respond in real-time, with personalised videos and photos. Because the project took place on the remote Isle of Islay, Projection Artworks used a Europasat satellite to ensure adequate bandwidth, rather than relying on existing infrastructure.
• Projections took place in two hour slots, between 18:15 and 20:15 (CT) July 21 to July 25
• Over 5 nights, 1200 tweets were submitted, 1000 opinions were projected on the wall, from more than 10 different countries, receiving 3500 social impressions
• Participants viewed their projection in real time, through a live feed hosted on the Laphroaig microsite
• Photography and videography of each opinion was captured and DM tweeted to the individuals, encouraging them to share it further on their personal social channels.
• We achieved global PR coverage including: Crave Online, Campaign UK and US, Marketing Magazine, The Drum, Digital Arts Online, We Are Social and Whisky Unplugged