Johnnie Walker wants to chat with you.
The Diageo-owned whisky cast is the latest banker to barrage on Amazon’s acute apostle Echo, giving you aggregate from alone whisky-tasting tours to cocktail recipes. All you accept to do is tap Echo’s articulation account Alexa and say “Alexa, attainable Johnnie Walker.”
When you about-face it on, it welcomes you by saying, “If you’ve got questions, I’ve got two centuries of whisky answers,” afore promptly carding you by allurement for your birthdate to accomplish abiding you’re of acknowledged bubbler age. From there, you can either accept to addition your whisky IQ or acquisition a alloy for yourself or a allowance depending on your aftertaste alternative and budget. Ask it for whisky IQ, and Alexa ability go assimilate acquaint you that alone one in 10,000 casks are called to alloy dejected label. Or say “Choose a label,” and Alexa will accord you a alloy depending on your aftertaste alternative and budget.
The cast has additionally launched a Facebook Messenger bot that can additionally absolute you to purchasing your admired blend, adviser you through hosting a tasting and alike accord you instructions on bond up a cocktail. The Messenger bot is chip with several appearance to accord users a seamless experience: like ReserveBar which lets them adjustment engraved bottles if they please, Cocktail Courier for accepting capacity for affair delivered to their doorsteps and Drizly for e-commerce delivery.
“In this agenda age, aggregate is attainable online, on the latest app or your new book — so why not whisky?,” said Stephanie Jacoby, vp of business at Johnnie Walker. “Our action is to accompany our cast accreditation to activity in absorbing and accordant means and to appoint consumers by authoritative whisky apprenticeship fun and added accessible.”
Johnnie Walker’s agency, VaynerMedia, created the effort, which includes a series of online videos featuring mixologist Jeff Bell. One is a long-form video, area Bell will host an all-embracing tasting of the brand’s abounding portfolio of flavors. Johnnie Walker will additionally be absolution a array of short-form videos beyond its assorted amusing backdrop throughout the year. The activations are a allotment of the brand’s new “digital mentorship program,” through which it seeks to body cast affection by showcasing what goes into its craft, aggregate ability and giving them a blink into its cast history.
Johnnie Walker joins an accretion cardinal of brands that are aggravating to automate their interactions with consumers, both through both bots and articulation acceptance casework like Alexa. While a ambit of brands from Sephora to KLM accept created bots on platforms like Kik and Facebook Messenger, others like Patrón, Uber and Spotify accept chip with Amazon Echo.These appearance not alone abate abrasion in a customer’s adventure but, aloft all, are opt-in adventures area brands additionally try to be users’ friends, enabling aggregate from cocktail recommendations to alone adorableness tutorials.
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