Top 10 spirits marketing moves in February

6th March, 2019 by Owen Bellwood

Whyte & Mackay

Scotch whisky maker Whyte & Mackay has partnered with music app Shazam to launch an augmented reality (AR) experience for its Shackleton blend.

The AR experience has been created to transport whisky fans into a 3D Antarctic experience that replicates Sir Ernest Shackleton’s expedition to the South Pole.

To open the experience, users must use the Shazam mobile app to scan a code on the label of Shackleton whisky gift boxes. This reveals footage of Shackleton during his 1907 journey across Antarctica.

Created by software developer Zapper, the experience also tells the journey of the Shackleton whisky brand – from the discovery of 11 intact bottles of Scotch whisky that Shackleton took to the Pole, to master blender Richard Paterson creating a new modern Scotch.

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