live whisky tasting

Groovy Gecko were chosen by Amazon for a campaign with John Dewar & Sons (owned by Bacardi).

We did the production and live streaming for a whisky tasting event that was promoted by Amazon through a limited edition set sold on the retailer’s website in the UK and Germany. The event was featured widely in press and the campaign even took home the 2020 CIPR Award for Best Use of Digital and Social Media

Objectives.

Amazon and Bacardi planned to sell a miniature whisky set of 3 popular Aberfeldy whiskies on Amazon and promote a live interactive whisky tasting session to match. The tasting session would stream to Amazon.co.uk and Amazon.de from the Dewar & Sons Aberfeldy Distillery in Scotland.

What we did.

We worked with Amazon to incorporate our existing tools into their platform so our interactive features could work when streaming into their website. We filmed and produced a two-camera shoot, with live stream hosts, Malt Master, Stephanie Macleod, award-winning drinks commentator, Alice Lascelles and Aberfeldy’s Brand Home Ambassador, Matthew Cordiner. We streamed the footage into Amazon’s back end and questions were asked by viewers via a text box on the landing page. The questions were then pulled into our REALM (Real-time Engagement and Live Management) tool where they were moderated with German questions, (having been translated by the Amazon Germany team), before we sent them to Alice live on the presenter display tablet in Aberfeldy. By adapting our REALM technology to be used within Amazon, we were able to manage and moderate the flow of questions, creating a really engaging experience for viewers. We plan to adapt REALM over the coming months to include more interactive features, including Alexa functionality, to make live streams on Amazon as dynamic as possible.

the results.

The interactive live stream produced fantastic results, with over 27,000 people tuning in live and high interactivity with over 500 questions sent in from the live audience across the UK and Germany. Revenue from the limited edition sets reached over £200k with brilliant Amazon stats including the set being the 2nd best-selling whisky on Amazon during the campaign, a spike in revenue of 94% on the day of the live stream and over 5 million impressions of Amazon’s homepage banner advertisement for the limited edition set and live stream event.