Johnny Walker have effectively given up on their social media strategy. Having pumped tens of thousands of dollars into TVC's and Radio to find a competition winner, it looks like the low response rate killed their enthusiasm. Having sent Rick Liston & Josh Ogilvie on an 80 day around the world tour, there has been almost no follow up interaction with the boys at all. So what was the point of this marketing venture?
The theory was strong, much like the Toohey's 6 beers campaign, the idea is to get people to follow the adventures of the travelers and live vicariously through them. The brand of Johnny Walker is prominently displayed and positive brand equity developed and passed onto the audience. The problem is, that this requires time and money & it looks like Johnny has lost interest in that.
Since setting sail, the only media coverage the boys have received has been drummed up by Rick's mother. Even the travel video that the lads put together has not made it onto the JW website on account of laziness. It is as if the company is looking to wipe their hands with this debacle as fast as possible, which is a shame, because I love the concept.
Note: This is their winning entry (it was shown on the website)
Josh Strawczynski's Opinion:
Despite the low number of entries submitted to the competition (I knew 3 of the top 6 applicants), the guys they chose were perfect for the role, both smart, fun loving & funny guys that had the ability to make it work. I hope that big Johnny does something to save this venture, it can still be salvaged.
Karly Hickman's Opinion:
Johnny Walker were lucky to find two ambassadors as suitable as Rick & Josh. I'm sure the material will be there, it will be interesting to see if Johnny Walker allocates the resourced necessary to spin it into advertising gold.
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