American Marketer


McLaren joins Johnnie Walker for driving experience contest

October 6, 2014

Johnnie Walker Red Label Johnnie Walker Red Label


British automaker McLaren is teaming with spirits brand Johnnie Walker to reach out to the whiskey's aspirational consumers with a chance to win a driving experience with Formula One driver Jenson Button.

Johnnie Walker and McLaren are also teaming with United Kingdom's grocery and merchandise retailer Tesco to encourage consumers to purchase Johnnie Walker products. Consumers must purchase a bottle prior to entering the contest, a strategic action by Johnnie Walker and Tesco.

Drink now, drive later
On Tesco's Web site Johnnie Walker Red Label Whiskey and Johnnie Walker Black Label Whiskey are available for about $19 and $27, respectively.

The affordable price of these two bottles will likely spark interest among aspirational consumers.

With the contest as well, consumers will be likely to purchase a bottle just so they can enter.

The contest winner will drive in a Formula One McLaren car with Mr. Button. A social video was created to spread knowledge of the contest. It features different individuals driving with Mr. Button and their reactions to the experience.

Both Johnnie Walker and McLaren shared the video on their social pages.

Johnnie Walker and Jenson Button driving experience

Other companies have offered consumers driving experiences as incentives for interacting with the brand.

For instance, Waldorf Astoria Hotels & Resorts is releasing an ultimate driving experience at six of the brand’s locations that will allow guests to drive several luxury vehicles with a professional driver.

The program will take place this fall at select Waldorf Astoria locations across the United States and will allow guests to gain firsthand experience with racecars from Ferrari, McLaren and Porsche. Since specific brands are featured, the brand may attract loyalists of the particular models (see story).