Whyte and Mackay, the whisky people, are doing something special in London today. It’s a ‘safari hunt’ to give:
explorers the chance to hunt down bottles of quality whisky if they can find the Whyte & Mackay lions in bars and pubs.
The Whyte and Mackay lions – the globally famous two red lions – will be hiding in London bars, moving from bar to bar until they are caught. The lions can be found by following clues on Twitter (www.twitter.com/whytemackayhunt) and Google Latitude.
Starting at 5pm this evening, you can follow the clues to find lions, which will be placed in bars around town. Find them first and you have the opportunity to win a bottle of whisky, or at least a free drink.
They’re not the first brand to do this – Vodafone have previously done a hunt using Twitter – but I like the attitude from a brand that is definitely from the traditional model. I’d love to know whether it’s the brand itself that started to play in this space or they were convinced by their agencies (it looks like Dada is running this one) to have a go. Whomever is behind it, it’s nice to see them step up and try something like this. It’s a build on work they have previously done, donating to Twestival and running the event previously in Glasgow
