The world’s most precious whisky is faced with an aging demographic and needs to attract and establish a relationship with a new group of premium spirits drinkers instead of stealing share from competitors.

Our strategy is to create a longer-term dialogue to keep new consumers engaged over time through “exceptional” communications that focus on quality over quantity and messages geared toward different segments. LFO’ developed a mobile-first consumer relationship management program to help finish the recruitment process begun by the brand’s signature mentoring event, Raise The Macallan. This experience initiates data capture through a personal digital code that attendees scan at event stations, signaling the types of branded content they find most engaging. This enables future contact to be tailored around the user’s interactions and expressed interests, thus building a more relevant relationship.

Stay tuned! Program launches Fall 2012.