Bushmills™ South Africa has taken the unusual step of giving away its distiller’s company car, a classic 1969 E-Type Jaguar, in a promotional campaign launching in September 2009. The activity is supported by an interactive site www.bushmills.co.za, where discerning whisky drinkers can register and increase their chances of winning the car. Visitors are also encouraged to join the Bushmills pub quiz – the first quiz of its kind in South Africa using social networking site Twitter.
The supporting Twitter pub quiz will take place on the second and last Friday of each month during the campaign. Followers will be required to answer a series of five questions correctly throughout the day and stand a chance to win a Bushmills hamper if all questions are answered correctly. To register online, visit the site and click on the Twitter bird, followers must already have their own Twitter account and be over the legal drinking age of 18 to join the pub quiz.
The campaign was developed and managed by Brandhouse in conjunction with The Jupiter Drawing Room, Global Vision, Nota Bene and Atmosphere Communications.