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BASIL HAYDEN'S - THE NEW AGE OF HOSTING

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Conceptualization:

50%

Implementation:

50%

House of Suntory Tour -
Miami Swim Week

The New Age of Hosting

Client:

The New Age of Hosting

Industry:

Spirits

Type:

Virtual

Location:

Global

KPI:

Create the company’s first impactful branded virtual experience.

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CHALLENGES

As quality liquor is first and foremost a shareable product, Beam Suntory has always integrated in-person marketing as a cornerstone of its marketing strategy. Gradient was challenged to recreate the pleasure of a shared moment through a virtual, live broadcasted experience.

STRATEGY

Gradient produced Beam Suntory’s first virtual campaign where bourbon ambassadors and talented experts, located across the country from one another, were brought into a single branded virtual world to talk all things Basil Hayden’s.

To enrich the live virtual experience, viewers scanned a QR code to a branded mobile site which enabled viewers to follow along with more detailed instructions from the episode and links to Drizly. Direct links to RSVP for the next week’s event and wrap-ups of completed events were also available.