Label 5 scotch whiskey is creating a Web series -- being broadcast live daily on its Facebook page -- based on five global brand fans’ experiences in New York City, as they tackle a series of daily challenges over five days.
The Label 5 WorldmiXperience Web Series will broadcast on Facebook for five days starting April 18.
The fans’ mission: To demonstrate, via the challenges, Label 5’s philosophy or brand values (“conviviality, discovery, urban, global citizen, legendary”) in New York City, which itself epitomizes those qualities, says Label 5 brand manager Aurelie Prat.
The fans’ daily challenges include: donning a branded giant foam hand and T-shirt and getting as many “high fives” as possible from random people in Times Square during a 15-minute period; creating a new signature Label 5 cocktail in 25 seconds (at Le Beaumarchais); visiting the 5Pointz Aerosol Art Center (an outdoor graffiti art exhibit space in Long Island City, N.Y.) to meet graffiti artist Meres and create their own graffiti artworks representing the number five; working with street dancers to create a flash mob, in the form of the number five, in Union Square; and walking down Fifth Avenue wearing Label 5 T-shirts with a QR code that directs users to a Label 5 Twitter splash page.
Through that Twitter splash page, accessed through the Facebook page, users will be able to tweet messages of encouragement to Label 5’s team of five as they go about their challenges.
In addition, the Label 5 Facebook page will host a daily contest on each of the five days, in which one participant per day will be randomly chosen to win an iPhone 5. Entering the contest requires viewing a WorldmiXperience video and answering some questions.
The fans (two from Belgium, two from Australia and one from Lebanon) were chosen for the New York City event/Web series through a Label 5 Instagram photo contest run last fall in Australia, Belgium, Ghana, Japan and Lebanon.
The Label 5 Scotch Whiskey brand, distributed by the French spirits company La Martiniquaise, includes Label 5 Classic Black plus 18-year-old and 12-year-old versions.
Label 5 has been expanding rapidly in global markets, and is already sold in more than 100 countries.
Label 5 ranks ninth within the worldwide Scotch whiskey market, according to the company -- and La Martiniquaise has set a goal of Label 5 (its flagship brand) becoming the world’s fifth best-selling Scotch brand within the next decade, reports TheSpiritsBusiness.com.
Worldwide, the brand’s sales topped 2.5 million cases in 2011, and it saw sales grow by 50% over five years. La Martiniquaise is now heavily marketing the Label 5 Extra Premium 12-year-old whiskey, which was launched last year.