Clients
Johnnie Walker: The Keep 2.0
This smooth and sophisticated desktop tool is designed to enhance Johnnie Walker’s relationship with current members of the Striding Man Society™ as well as increase its membership. The Keep 2.0, a free download to all PC users of legal drinking age who join the Striding Man Society, expands the functionality of members’ PCs while branding Johnnie Walker on their computers.This dynamic desktop application allows consumers to experience the Johnnie Walker brand and access cutting-edge technology using a slick yet simple interface. It provides a balanced mix of traditional interactive tools and member benefits using new technologies such as RSS feeds and the Pandora™ music system, which both provide customized content that is continuously updated.
The preset RSS feeds in The Keep – allowing customized delivery of news, sports, entertainment, and business updates – necessitated a wide range of partnerships, and the use of the application in a branded context posed a challenge in the management and mediation of this young technology. Johnnie Walkers’ work with Pandora provides a best-case example of burgeoning partnerships necessary in the industry.
Download your own copy of The Keep 2.0
