Label 5 to stream live flash mob on Facebook
Blended Scotch whisky brand Label 5 is to stream a live New York City flash mob on its Facebook page as part of its WorldmiXperience web series.
The five global winners – Giovanni and Katrien from Belgium, Simon and Loridana from Australia, and Wissam from Lebanon – of Label 5’s #CATCHTHE5 contest will undergo a series of live, filmed challenges around New York City to “spread the spirit of Label 5″.
The tasks are based around the Scotch whisky brand’s number, from creating graffiti art in 5 Pointz in Queens, to organising a flash mob in the shape of a number five in Union Square.
La Martiniquaise, brand owner of Label 5, believes the web series will highlight a different aspect of the brand’s image through each challenge.
Fans of the brand will be encouraged to interact with the campaign by following the WorldmiXperience videos that will be streamed live on Facebook from 18 April in real time over five days.
The campaign, which has the tagline “5 Label 5 fans will share 5 days in New York City” for “one amazing mission”, will also allow Facebook fans watching at home to play games related to the missions in order to win prizes.
During the series, the Label 5 Facebook page will be regularly updated with photos, interviews and videos from the different tasks.
The #CATCHTHE5 contest initially asked Label 5 fans to take interesting and quirky photos of the number five and upload them through Intstagram.
To drum up excitement for the contest, Label 5 has created this teaser trailer: