The brand's digital agency, New Digital Noise, has created an application that combines the social, location-based and mobile activities of consumers for the collection of 'Walker Miles', much like the loyalty programmes of airlines.
The app, available on both iPhone and Android OS smartphones, encourages users to view, like and share social-media activity within the app. An example is to check-in via Facebook at VIP events sponsored by Johnnie Walker.
Miles can also be recorded by scanning QR codes embedded on Johnnie Walker bottles and promotional items, and by buying Johnnie Walker products at local retail outlets.
Pubs, bars and local establishments like Neway Karaoke are participating in the programme. The miles can then accrued and redeemed in exchange for special-edition Johnnie Walker memorabilia and exclusive invites to concerts and other events.
According to New Digital Noise, Johnnie Walker hopes to tie in this app with all its existing local campaigns in the near future.
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