Johnnie Walker And Instagram: Anatomy Of A Real-Time Social Media Campaign
PSFK joined Johnnie Walker at the Italian Grand Prix at Monza to see their new photosharing platform in action.
This past weekend, PSFK attended the Italian Grand Prix at Monza as a guest of Johnnie Walker. We were there to witness the ongoing roll out of an Instagram campaign, developed with their social media agency, Edelman, that began a few weeks earlier.
To provide some background, the Johnnie Walker brand joined Instagram on August 24th, 2012. To kickstart the brand’s Instagram presence, the Johnnie Walker and Edelman team crafted a four-week campaign, the aim of which was to share stories relevant to the brand through the eyes of some very influential Instagrammers. In all three Instagramers will capture four stories in four weeks, including a look at the Johnnie Walker distillery in Scotland, a ‘Step Inside the Circuit’ in Monza with the Vodafone McLaren Mercedes Formula One team, which Johnnie Walker sponsors, a visit to the Johnnie Walker House in Shanghai for a unique ‘whisky journey’ and the launch of a new luxury product in Asia.