How can McDowell's No. 1 be a digital part of your purchase journey?
business marketing consumer insights friendship
$800
top 16
29
submissions
DONE
5 months ago
Small pic mcdowells

As an exquisitely smooth blend of imported Scotch, select malts, and premium grain spirits, McDowell's No. 1 is the perfect spirit for friends to celebrate the bonds of true brotherhood. One place today's friends take part in that celebration is the digital world, using apps like WhatsApp. 

We want to explore ways we can digitally enhance the McDowell's No. 1 experience, from planning to purchase and consumption. Consider the three stages of the McDowell's No. 1 experience:

  1. Planning: In the middle of the week, friends use WhatsApp to plan their weekend. In this stage, think about how brand influence can happen and how we can incentivize users to consider McDowell's No. 1.
  2. Purchase: This is where the purchase occurs at the retail store. As you focus on this, consider the state of retail outlets today, and how we can reduce the time it takes to decide and purchase.
  3. Consumption: This stage entails everything after purchase. Think about the digital interventions we could have that would encourage repeated interaction, party planning, and more.


Deliverables

NOTE: India is a "dark" market where alcohol cannot be directly promoted.

More importantly, since strict laws do not allow alcohol brands to market directly to consumers in India, tell us how to be part of the digital journey without directly advertising the consumption of alcohol.  Specifically, answer the following questions in detail:

  1. What digital enhancements would you make to increase our presence during the planning stage? How would your idea drive great friendship experiences? Describe what platforms you would use, and what type of messaging.
  2. What digital enhancements would you make to increase our presence during the purchase stage? How would your idea drive great friendship experiences? How would it reduce the time it takes to decide and purchase McDowell's No. 1?
  3. What digital enhancement would you make to increase our presence during the consumption stage? How would your idea drive great friendship experiences and get consumers to repeatedly engage with the McDowell's No. 1 digital brand?

Solutions that do not require a consumer to download or take extra steps will be given more consideration. Think simple, but effective. Ideas that appeal to minors or associate with holiday festivities will not be considered. Top ideas will appeal across class demographics. Importantly, since strict laws do not allow alcohol brands to market directly to consumers in India, tell us how to be part of the digital journey without directly advertising the consumption of alcohol.

For an example of a recent McDowell's No. 1 campaign, visit this site.

NOTE: Solvers must be at least 21 years of age to participate.

    Submissions will be graded on the following criteria:
  • Meets Deliverables
  • Creativity
  • Clarity
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