If you listen closely, you can hear the whisperings of a million brand managers the world over asking themselves, “How on earth do I create positive buzz around my brand in social media.”
Well, you can do this.
(Experiential marketing brilliance + seeding on YouTube)
Or this.
(Appling social media sentiment insight to product innovation + PR savvy)
Or this.
(Courting social media via traditional channels to encourage a shared viewing experience.)
The last one is our favourite. We love a Shared Media Experience here at Blonde.
Which is why we were so excited about the opportunity to take part in a Tweet Tasting event. A Tweet Tasting provides a structured forum in which a group of select individuals sample whisky (in this instance) and share tasting notes on a hashtag. It makes a virtue of that collective Twitter conversation.
Steve from The Whisky Wire, who had organized and run many similar events in the past, presented the opportunity to us for our client, Cutty Sark. You can see his other Tweet Tastings here and here.
Steve and Blonde worked together to send out samples to 15 whisky Tweeters before the event. If you weren’t one of the lucky ones to receive a sample, you were still able to follow along with all the tasting action on the #CuttyTT hashtag.
Creating a hive of positive activity is a desirable outcome for any brand. Add in influencers and it gets even better. And within the whisky community, wit and creativity reign, especially when comparing tasting notes. So, if you create this lovely buzz on a platform that thrives off of this type of communication, you’ve got a great result.
As much as we like whisky at Blonde, we are by no means experts. Which is why we had Master Blender Kirsteen Campbell on hand while we were Tweeting from @cuttysarkblend to answer questions and provide a level of expertise that we wouldn’t have been able to achieve otherwise.
Leveraging this knowledge proved valuable to the rest of the Tweeters.





At the end of the night, we counted 474 Tweets using the #CuttyTT hashtag.
Creative notes:




Unsurprisingly, the product stood up to the interrogation. Here were some more Tweets from the event:



We look forward to doing more of the same in the future.







