Client: Jura Whisky
Outlet: Brooklyn Happening
Goal: Madwell worked with Brooklyn Happening to introduce Jura Whisky’s new localized product, Jura Brooklyn, to a targeted audience in Brooklyn and establish an authentic message that resonates with locals.
How we achieved this: We executed an integrated advertising campaign featuring two months of prominent display advertising paired with engaging native advertising via the digital publication, email newsletters, and social media.
Background takeover and leaderboard placement on Brooklyn Happening as well as on the 2014 Brooklyn Happening List competition, where locals were voting for their favorite people, places, and businesses in over 200 lifestyle categories.
A Tale of Two Islands: Introduce the brand to the community by establishing a connection between Jura, a tiny island off the coast of Scotland, and Brooklyn, New York.
Scotland Via The L Train: Share the flavor profile of Jura Brooklyn whisky.
Meet your Brooklyn Bartenders Presented by Jura Brooklyn: This series of interviews with popular Brooklyn bartenders allowed local readers to establish an authentic connection with Jura Brooklyn. It also incentivized local bars to enthusiastically share the news of Jura’s new release via social channels.
- Sean Leyden of O‘Keefe’s Bar and Grill
- John O’Brien of Ceol Pub and Grill
- Anastasia Kopylova from The Bridges at 66 Water Street
Brooklyn Happening readers received Jura Brooklyn’s message directly in their inboxes via email newsletters. Readers and local businesses were especially tuned into these emails due in part to the 2nd annual Brooklyn Happening List competition, which is the publication’s popular annual People’s Choice voting contest.
Social Media Promotion:
Native advertising was amplified and readers were able to interact with the campaign via social media promotion. “Brooklyn Bartenders Presented by Jura Brooklyn” further propelled social messaging from the Facebook fan pages of local establishments, such as “The Bridges” in Dumbo.