Diageo uses digital whisky bottles(1).docx - Case study...

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Case studyDiageo uses digital to transform whisky bottles into direct communication channelsDiageo’s ‘Internet of Things’ technology platform enabled consumers to digitally personalise whisky bottles as gifts on Father’s Day, giving the company a direct, one-to-one channel for communicating with consumers that resulted in a 72% sales uplift in the two weeks leading up to Father’s Day.SummaryFor Father’s Day 2012 in Brazil, Diageo whisky positioned itself as the fuel to celebrate fatherhood by connecting 100,000 physical bottles to the web so buyers could carry a special, one-to-one digital video message to Dad.A generic product therefore became a one-of-a-kind gift, with each bottle transforming into interactive digital media, creating a digital connection between the consumer and their bottle. The campaign repositioned the participating Diageo brands as innovative and modern and prompted a 72% sales uplift in the two weeksleading up to Father’s Day.

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