ID Society asks: Ready to Tanqueray®?
As a key part of its digital strategy, the Diageo marketing team for Tanqueray gin challenged ID Society to dramatically upgrade www.tanqueray.com, in an effort to contemporize and energize the brand, bringing its clever, sophisticated spokesperson Tony Sinclair to life.
New York, NY, September 15, 2005 --(PR.com)-- "Ready to Tanqueray®?" ID Society, in collaboration with Diageo of North America, Inc. and Grey Worldwide, launches the premier interactive World of Tony Sinclair for TANQUERAY Gin.
As a key part of its digital strategy, the Diageo marketing team for Tanqueray gin challenged ID Society to dramatically upgrade www.tanqueray.com, in an effort to contemporize and energize the brand, bringing its clever, sophisticated spokesperson Tony Sinclair to life.
The most innovative online aspect of “Tony’s World” is the interactive drink mixer which invites consumers to a virtual party where they can create, name and save their own Tanqueray drinks. Consumers can customize their bar “scene” by selecting a background and a pose for Tony. They can then create a library of drink recipes and send them to a friend.
Roberto Cruz, Senior Brand Manager for Tanqueray gin states that “ID Society delivered on the challenge, radically contemporizing the look and feel and building a digital “environment” that allows consumers to engage with Tony Sinclair through his bio, TV ads, and through a highly interactive cocktail experience.”
Through the drink mixer, consumers select from a variety of ingredients and accessories. The hundreds of possible combinations posed an interesting challenge to ID Society’s Creative and Technology teams, who solved this through extensive use of data transfer between the Flash Player and the database.
“Creating an online experience allowing direct interaction with the re-energized Tanqueray brand was truly a collaborative effort.” said Rahul Sabnis, ID Society Creative Director. “The Drink Mixer is an exciting new interface that introduces consumers to the expanding world of Tanqueray gin drinks.”
The character and contemporary design of Tony Sinclair were created by Grey Worldwide, NYC for Diageo. Tony is the brand’s current print and TV spokesman - socialite extraordinaire, world traveler who, armed with a witty line and a cocktail shaker, is the master of the mix for Tanqueray gin.
The Tanqueray word and associated logos are trademarks.
About ID Society
Founded in 1998, ID Society is an award-winning, interactive marketing agency whose clients include Diageo, L’Oreal and others. ID Society specializes in designing strategic online marketing programs that build loyalty and relationships while extending brands to new audiences. www.idsociety.com
CONTACT:
Jon Winsell
212.352.3311 x 20
jwinsell@idsociety.com
www.idsociety.com
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As a key part of its digital strategy, the Diageo marketing team for Tanqueray gin challenged ID Society to dramatically upgrade www.tanqueray.com, in an effort to contemporize and energize the brand, bringing its clever, sophisticated spokesperson Tony Sinclair to life.
The most innovative online aspect of “Tony’s World” is the interactive drink mixer which invites consumers to a virtual party where they can create, name and save their own Tanqueray drinks. Consumers can customize their bar “scene” by selecting a background and a pose for Tony. They can then create a library of drink recipes and send them to a friend.
Roberto Cruz, Senior Brand Manager for Tanqueray gin states that “ID Society delivered on the challenge, radically contemporizing the look and feel and building a digital “environment” that allows consumers to engage with Tony Sinclair through his bio, TV ads, and through a highly interactive cocktail experience.”
Through the drink mixer, consumers select from a variety of ingredients and accessories. The hundreds of possible combinations posed an interesting challenge to ID Society’s Creative and Technology teams, who solved this through extensive use of data transfer between the Flash Player and the database.
“Creating an online experience allowing direct interaction with the re-energized Tanqueray brand was truly a collaborative effort.” said Rahul Sabnis, ID Society Creative Director. “The Drink Mixer is an exciting new interface that introduces consumers to the expanding world of Tanqueray gin drinks.”
The character and contemporary design of Tony Sinclair were created by Grey Worldwide, NYC for Diageo. Tony is the brand’s current print and TV spokesman - socialite extraordinaire, world traveler who, armed with a witty line and a cocktail shaker, is the master of the mix for Tanqueray gin.
The Tanqueray word and associated logos are trademarks.
About ID Society
Founded in 1998, ID Society is an award-winning, interactive marketing agency whose clients include Diageo, L’Oreal and others. ID Society specializes in designing strategic online marketing programs that build loyalty and relationships while extending brands to new audiences. www.idsociety.com
CONTACT:
Jon Winsell
212.352.3311 x 20
jwinsell@idsociety.com
www.idsociety.com
###
Contact
ID Society, Inc.
Jon Winsell
212-352-3311
www.idsociety.com
Jon Winsell
212-352-3311
www.idsociety.com
Contact