Win A Bottle Of Fettercairn 17

Objective

Whyte & Mackay needed to put its lesser-known single malt, Fettercairn, on the radar of duty-free travellers at Edinburgh Airport, a space where rival brands have decades of recognition and shoppers are already bombarded with stimuli. The push was built around a new Global Travel Retail-exclusive Fettercairn range, aiming to teach shoppers its flavour profile, swap their attention from bigger-name single malts to Fettercairn at the point of purchase, lift in-store sales, and bank customer data for future marketing.

Solution

Shoppers wandering the duty-free floor scan a QR code from a video screen or piece of signage, which opens a short game on their own phone, its screens set against video backdrops so it doesn't look out of place next to the premium retail fixtures around it. Before playing, they fill in a quick form with their details, then move into a trivia round testing what they've just picked up about Fettercairn and its taste. The session ends with a spin for the chance to win a bottle of Fettercairn 17: winners show their winning screen to a store assistant to collect the bottle at the till, while everyone else is steered to the shelf holding the new GTR-exclusive range, which isn't sold anywhere outside the airport.

Results

The game drew 2,640 engagements from passengers browsing duty free, and 1,984 of them — roughly 75% of everyone who played — completed the data-capture form, handing Whyte & Mackay nearly 2,000 leads for future marketing activity.