Johnnie Walker India is giving F1 enthusiasts a once-in-a-lifetime opportunity to meet McLaren Mercedes drivers, Lewis Hamilton or Jenson Button, at the second Formula One Indian Grand Prix along with a host of other grand prizes.
While the race for the 2012 Formula One title is hotting up the clamour amongst the brands to grab attention vis-a-vis the Indian Grand Prix to be held between October 26 and 28, 2012 is also reaching its climax.
Johnnie Walker, a Scotch whisky brand owned by Diageo, is very active when it comes to Formula One. It is associated with the McLaren Mercedes team since 2005 to promote its message of responsible drinking. Presently, this campaign is being run by the name ‘Join the Pact’ along with other promotional campaigns like ‘Step Inside the Circuit’ which gives a sneak peek into the world of a McLaren Mercedes driver.
To engage with the fans around the Indian Grand Prix, Johnnie Walker India is running a contest named ‘Johnnie Walker Lifestyle Circuit’ the details of which are as follows:
Johnnie Walker Lifestyle Circuit Facebook Campaign
First and foremost, the contest is only open to people who are at least 25 years old. In fact, people under the age of 25 cannot even access the page, forget participating in the contest. There is no fan gate which means you need not like the page to participate. All you need to do is go to the Facebook page and click on the ‘Johnnie Walker Lifestyle Circuit’ tab. Once there you are greeted with a page giving you the details about the contest and the prizes in short. Click on ‘Start’. This takes you to the app which contains the contest page.
It is a simple contest wherein you are required to answer 5 multiple-choice questions correctly. All questions are related to Mclaren Mercedes and its drivers. To make things easy, every question has an accompanying video giving you the hint. Upon answering all 5 questions correctly it takes you to the page where you are required to sign up if you are not a registered Johnnie Walker user. Once you submit your personal details you successfully complete the registration and participation process.
Prizes On Offer
This is the most special part of the contest. The prizes that Johnnie Walker India is giving away are grand to say the least and require a special mention. The prizes are actually divided into two categories – 1) Main Prizes & 2) Additional Prizes. Both are well defined in the Terms and Conditions given below the contest page.
The main prizes include: (i) 5 winners get an opportunity to be clicked with one of the McLaren drivers, Lewis Hamilton or Jenson Button + one pass for the race along with an all expenses paid trip to New Delhi for the 3 days of the race, (ii) 8 winners get a couple pass for the race along with an all expenses paid trip for the 3 days of the race, and (iii) 30 winners get couple passes for the exclusive Johnnie Walker party called the ‘Jet Black’ which is held on the race weekend.
50 ‘Additional Prizes’ winners get branded Johnnie Walker merchandise. The winners are chosen randomly from all the entries!
Does the contest live up to the brand image?
The answer to that question is an ‘almost’ yes! It does live up to Johnnie Walker’s brand image of sophistication and class up to a certain extent. For starters, the contest pages are designed in such a way that they complement the brand. The whole app has got a suave feel to it and does not have any glitches of any sort.
Also, the accompanying videos to the questions are short and thus download pretty quickly. The fact that the contest allows non-fans to participate directly shows that they are not after garnering likes along with the contest which is generally the case. To top it all, the prizes on offer are unmatched and make the contest very special, especially for hardcore F1 fans.
However, the contest could have been allowed to be a bit more difficult. The videos which ideally should contain the ‘hints’ have the answers instead. Also, even if you fail to answer all the 5 questions correctly, you are given a chance to try again and it goes on until you get all of them right!
To complete submission you are required to become a registered Johnnie Walker user, if you are not, thereby ending up giving Johnnie Walker India all of your personal details. The only plus point here is you have the choice whether to allow them to send you promotional messages or not.
Lastly, when you are giving away such extravagant prizes, it makes good sense to provide information regarding selection of the winners at some stage of the submission process rather than mentioning about it somewhere in the Terms and Conditons.
Despite these not-so-significant shortcomings, the contest and the app are pretty good. Do give it a shot and let me know if you like it or not.