The Johnnie Walker Private Tasting program showed current Johnnie Walker consumers how to organize and host an exclusive Scotch tasting for their friends. 
The multi-channel program began with a simple, elegant mail-piece that formally invited customers to watch a video introduction teasing the new program. A few weeks later, a follow-up email unveiled the Private Tasting and linked to the website, where customers could watch videos, download content and order a limited-edition private tasting kit. 
The program was a huge success, generating more than 2,000 responses in the first 48 hours alone. 
TL;DR: Make your fans feel part of a luxury brand and they'll pass that love on to others.
Mailing Invitation
Tasting Kit
Tasting Mat with notes on all Johnnie Walker Blends
Website

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