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.