In an attempt to reach upscale Millennials, Macallan is working with networking company Ivy and its in-house ad-marketing team on an extensive partnership that includes live events and array of content.
Macallan's "GratiTuesday Series" of experiential events will visit New York, Los Angeles, Miami and Boston during the holidays to toast members of the Ivy community as well as offer tastings of The Macallan Rare Cask Scotch whisky. Each gathering will include about 50 people as every Ivy member is bringing a plus-one to extend the reach of these events.
Then, Ivy's in-house team will design specific content pieces from these events for both brands, including videos to stream on IVYTV, which will also be pushed out nationally via the Ivy Media weekly newsletter. They’ll also be placed on Ivy's social media channels Facebook, Twitter, Instagram, and YouTube.
Other integrated content will appear in photo galleries on Ivy.com, additional social media posts throughout the holidays, and email communications with Ivy's 300,000+ network. For brand support, Mccallan's social media channels will integrate the content as part of its broader Gratitude platform. And M Booth, Macallan's PR team, will further amplify messaging.
Although Ivy has worked with various beverage brands in the past, this is the first time the company has attempted a project of this scale with four markets in one month, says Ian Gerard, chief partnership officer, Ivy who originally approached M Booth to discuss potential partnerships.
Last year, Macallan teamed with Esquire magazine and Havas Media on a content partnership that included a Macallan whiskey ad in 3-D augmented reality. @The_Macallan