2009 IAB Awards | Widget Marketing Winner
Johnnie Walker Widget
Agency: Mindshare
Client: Diageo
Campaign
While Johnnie Walker had developed a strong association with Australian cricket through sponsorship, Mindshare’s challenge was to keep Johnnie Walker top of mind with consumers during the expansive cricket season and demonstrate the forward thinking and street savvy brand persona.
Judges recognised this was no easy feat as most of the target audience would be working and unable to watch the game on television, or search for scores online during peak playing and advertising times. To satisfy the cricket fans’ needs for game updates, Mindshare created the ‘Johnnie Walker Widget’ which allowed cricket fans to download a Johnnie Walker live score update to their desktop.
Results
The approach and strategy proved successful with 16,000 widgets downloaded, far exceeding initial targets.
