To support Diageo's digital strategy, the Tanqueray marketing team challenged IDS to dramatically upgrade www.tanqueray.com, in an effort to contemporize and energize the brand - and bring its clever, sophisticated spokesperson Tony Sinclair to life.
The most innovative online aspect of "Tony's World" is the interactive drink mixer which invites consumers to a virtual party where they can create, name and save their own Tanqueray drinks. Consumers can customize their bar "scene" by selecting a background and a pose for Tony. They can then create a library of drink recipes and send any of those recipes to a friend.
The drink mixer allows the consumer to select from a variety of ingredients and accessories. The hundreds of possible combinations posed an interesting challenge to ID Society's Creative and Technology teams.
Tony's World makes extensive use of data transfer between the Flash Player and the database to maintain the continuity of the consumer's experience. Registered users returning to the site find their selections of the Bar scene and their custom drinks have been saved to their profile.