In 1939, Crown Royal Whisky was created to commemorate the first Canadian visit by Britain's King George VI and Queen Elizabeth. Since then, this brand of premium spirit has continued to treat consumers like royalty. With its smooth, mellow flavor and distinctive packaging, it's no wonder the most popular Canadian whisky in the U.S. has consistently delivered a regal experience.
To extend this tradition into the brand's interactive marketing programs, Crown Royal turned to ID Society. As an agency partner, we use creative interactive technology to help enable the success of Crown Royal's relationship marketing program.
We started by designing a Web site to reward Crown Royal consumers with the kind of experience expected from a brand that puts consumers first. Central to our efforts is the Society of the Crown, a free membership program for devoted customers who want to share their appreciation of Crown Royal with other loyal enthusiasts.
As a center for the brands relational marketing efforts, we attracted registrants through online promotions, engaged consumers with online activities, and helped spread a branded buzz with an online store. We've kept consumers up-to-date with Crown Royal's latest news with regular member communications, and activities. To spread the word about Crown Royal's sponsorship of motorsports, we created a Web site to bond with consumers' love of auto racing.
Our efforts to reach consumers have put the "crowning" touch on an already royal brand.