Glenfiddich launches road tour to boost consumer engagement

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Scotch whiskey brand Glenfiddich will launch a road tour April 5 as part of a consumer engagement campaign including a sweepstakes. The company is working with digital AOR Momentum Worldwide on the “Cask of Dreams” effort.

The road tour will feature Glenfiddich representatives rolling 12 casks through major US cities, starting in Los Angeles and ending in New York in May. The company will encourage consumers to inscribe their dreams on the cask, and to enter a sweepstakes to win a trip to Grand Teton National Park.

Consumers can also enter the contest on a dedicated microsite, said Caspar MacRae, category marketing director for scotches at William Grant & Sons, the distillery that makes Glenfiddich. “The road tour is the heart of the campaign,” he said.

Entrants must submit their names, mailing address, email address and phone numbers, and they are asked to opt-in to receive future communications from Glenfiddich. MacRae said that consumers who opt-in will receive updates on the limited edition whiskey's production process and the company's “relevant partnerships” with organizations such as National Geographic, which is sponsoring the trip to Grand Teton. Glenfiddich will use data collected from the campaign for future event planning, he said.

Consumers can share their submissions through Facebook, Twitter and email. Every time a consumer shares his or her submission, Glenfiddich will donate $1 to one of its charity partners, including National Geographic, said MacRae.

The campaign is targeting Glenfiddich's customer base, which MacRae said is 70% male in their early thirties to early fifties.

Each barrel roll will end at a VIP destination, where attendees can sample various Glenfiddich products. At the conclusion of the road tour, the casks will be sent to the company's distillery in Scotland and filled with a limited edition Glenfiddich whiskey that will be sold in the US in 2012.

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