William Lawson’s poursuit sa stratégie avec les expériences #NRGS

A l’occasion de la Coupe du Monde de Rugby, la marque de Whisky William Lawson’s poursuit sa stratégie de communication avec les expériences uniques No Rules Great Scotch.

Tweet NRGS

Lors du tournoi des VI Nations 2015, William Lawson’s s’est lancé dans une stratégie de communication axée sur le digital et le rugby, avec les soirées No Rules Great Scotch (#NRGS). Le concept était de réunir des fans de rugby autour de la marque, afin qu’ils partagent ensemble les exploits sportifs de leurs équipes, tout en dégustant un bon verre de scotch écossais dans un pub à l’ambiance survoltée.
La partie digital se faisait grâce au hashtag #NRGS, que les fans et influenceurs utilisaient pour partager des photos et autres statuts sur leurs comptes Twitter ou Instagram.

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Pour la Coupe du Monde de Rugby, la marque a poussé le concept encore plus loin en proposant à des influenceurs de participer à une expérience exceptionnelle, en lien avec les valeurs de la marque et le rugby.

En effet, les blogueurs ont eu l’opportunité de vivre une journée dans la peau d’un Highlander à la manière des pionniers Écossais, créateur du whisky William Lawson’s. Au programme, stage de survie en milieu hostile, dégustation et bien entendu le match de la coupe du monde Ecosse – Afrique du Sud.

Un match vécu dans la pure tradition écossaise: en kilt !

Résultat des opérations, des centaines de tweets avec le hashtags #NRGS, qui assurent à la marque une belle présence sur les réseaux sociaux, ainsi qu’une grande audience via la base de fans que possède les influenceurs et blogueurs.
Mais aussi des partages de photos via les comptes Instagram qui permettent à la marque d’exister dans le paysage du rugby, et qui surtout génèrent un véritable capital sympathie.
Une superbe opération événementielle, d’une redoutable efficacité.

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