Chivas Regal Targets New Generation Via Mobile

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Chivas Regal launches a mobile loyalty campaign seeking to engage with the new generation of whiskey connoisseurs and build brand loyalty.

Long established scotch whiskey brand, Chivas Regal is targeting a new generation of  connoisseurs via its recently launched US-based ‘Chivas Brotherhood’ mobile loyalty campaign.

The campaign utilises a logo-centric 2D mobile barcode, SnapTag™ developed by SpyderLynk, to allow qualified participants over the age of 21 can opt-in to join the Chivas Brotherhood, giving them access to tastings and special events, as well as enter for a chance to win a trip for four to Scotland.

“Our cutting edge technology allows Chivas to interact with hip young consumers who like to communicate on one of their most valued possessions that go everywhere they go – their mobile phone,” said Nicole Skogg, CEO of SpyderLynk.

“Joining Chivas Brotherhood to get great offers is as simple as snapping a picture of the Chivas SnapTag with a mobile phone camera and either texting to a short code/mobile number or emailing it. We send a text to confirm that the mobile user wants to join. It’s that simple! We’ve successfully managed mobile campaigns for beverage brand powerhouses such as Coke Zero, Bud Light, Coors Light and now Chivas – we know what it takes to manage a successful mobile campaign that produces results!”

Article by Nirosha Methananda

Nirosha is a Content Creator for The Media Pad, publisher of Power Marketer. Coming from a marketing and communications background (in the legal, retail and online industries), she has a strong passion and enjoys the innovation, creativity and problem-solving that are core to this area of business. Recently engaged, Nirosha is immersing herself in the joys of wedding planning! She is also an avid reader (of mostly fiction), always keen to get onto the golf course, likes to paint, tries to sing and is able to recall useless celebrity facts at the drop of a hat!

Comments

1. Steph Browning 16th May

   I love seeing how “old” and “classic” brands utilise the modern marketing techniques to engage a younger, and much more media/communications savvy audience!

2. Greg Thomas 16th May

   Interesting to see this particular brand engaging with this concept – good on them for doing it too!

   However, as a some-times whisky (it is Scottish- so no “e”- sorry, had to say it!) aficionado-
   “Hip-young consumers” would not have been my immediate pick as as a new target demographic for Chvas!