Ardbeg 'Ticket to Ride' integrated case study

Scottish distillery Ardbeg created a canny integrated direct mail and digital campaign for a limited edition whisky, Rollercoaster.

Ardbeg briefed Story UK to devise a campaign to drive online sales of Rollercoaster, which had been created to celebrate the 10th anniversary of the Ardbeg committee, a club for fans of the single malt whisky. The campaign also needed to create more momentum for the Committee and pull in new members.

Story UK devised a mailer alerting 50,000 Committee members to the launch and pointing them to the Rollercoaster website.  The mailer contained ‘tickets to ride’ - invitations to go online and play a fun shoot ‘em up game, see a short movie, find about local celebrations and - most importantly - order a bottle from Ardbeg's online shop.

To find out more about the results of the campaign and see images, download the case study below.