Today, successful integrated marketing communications plans must deliver a seamless message and enjoyable customer experience across multiple channels. Ballantine’s “leave an impression” campaign incorporated the message of individuality through marketing activity that included prints ads, television commercials( see below), radio, out of home, experiential events, PR, and digital and social media. I believe one of the most successful parts of the campaign lies in how Ballantine was able to use technology in a way that allowed consumers to have real experiences and conversations with the brand. For example, the company launched a project in Brazil known as “Loud Blue”(see below). The project used Instagram photos to create 20 second music tracks via Twitter. In order to participate, Instagram users had to tag their photos with hashtag #LoudBlue and share it with Twitter to get their photo back with the music. The color and contrast of the photo affects the tempo of the music, which means each user created their own unique sharable photo-track that represented the photo. The Brazilian DJ duo Felguk then mixed a full length track from 1024 Instagram photos. A corresponding music video represents the lives, loves, and interests of fans by showing the photos in quick succession. In addition, the company hosted a concert for 10,000 fans.
Another measure of the success of the campaign lies in the companies sales figures. According to the company, sales increased from 4.8 million 9L cases in 2005 (the campaign launched in 2007) to 6.2 million 9L cases in June of 2013. So who did Ballantine partner with to infuse creative technology into their campaign? Stay tuned, I will treat you to an introduction in my next blog.