Whyte & Mackay Collect 2K Leads Through Gamified Phygital Campaign In Premium Retail Location
- Brand
- Whyte & Mackay
- Objective
- Engagement
- Industry
- Food & Drink
- Mechanic
- Mini-Games
- Platform
- Installation
- Agency
- Drimify
Objective
Whyte & Mackay sought to elevate awareness and demand for Fettercairn, their Global Travel Retail exclusive single malt, among premium duty-free shoppers at Edinburgh Airport. The campaign aimed to educate travelers about Fettercairn's heritage and flavor profile while converting engagement into both sales and customer data collection.
Solution
The campaign deployed Drimify's Combo™ gamification format—a multi-game immersive experience—at Edinburgh Airport's duty-free retail space. Passengers accessed the game via QR codes displayed on video screens and signage, then engaged with gameplay showcasing the brand's heritage. The incentive was a "quid pro quo" mechanic: players competed for a chance to win a bottle of Fettercairn 17. Winners displayed their winning screen directly to claim physical prizes at the retail counter, creating a seamless bridge between digital play and in-store redemption.
Results
The phygital experience generated 2,640 total engagements from duty-free shoppers and successfully collected 1,984 leads for future marketing activities.
