CONTENT, CREATIVE, EXPERIENTIAL, DIGITAL, STRATEGY, CAMPAIGN
Using technology to allow consumers to engage with Laphroaig’s iconic home from across the world.
Laphroaig is a whisky that has influenced strong opinions from both friends and foes for over 200 years. We know consumers say whatever they like about brands via social media, and we were brave enough to celebrate this.
As part of the Big Opinions campaign, we created a Twitter software API projection tool to convert tweets in real time into projections to be broadcast live onto the iconic Warehouse No.1 wall at Laphroaig distillery on Islay.
In a category full of celebrity, we made our liquid the star and our friends (and foes) became our ambassadors.
A small-scale outreach program allowed us to reach true fans who happened to be influencers, and jumped at the chance to see their opinion in lights on Islay. The campaign resulted in a 660% increase in Opinions submitted to laphroaig.com and 41 million social impressions. It was awarded Social Media Campaign of the Year at the Drinks Business Awards in 2015.