Go Bold with Johnnie Walker Red

Johnnie Walker Red is launching its new serve with ginger ale through its ‘Go Bold’ integrated OOH campaign.
Broadcast, murals and guerrilla media are being used to increase awareness and consideration in key drinking hubs, whilst dynamic DOOH and mobile display will promote the nearest bars based on location to drive footfall.
Once there, consumers will be able to trial the product through experiential activities and will be encouraged to upload a ‘Go Bold’ selfie through a bespoke microsite for their chance to win various prizes.
All UGC will then be pulled through to the DOOH screens in real-time to drive advocacy and encourage further participation.
LIVEPOSTER developed the micro-site for this campaign and delivered 2 x dynamic posters to circa 200 digital screens, displaying location aware recruitment messaging and real-time user generated content.
The campaign was planned and booked by Carat and Posterscope.