The Ultimate Immersive Experience

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To celebrate the launch of Johnnie Walker’s Princes Street, with an immersive, digital experience that virtually transported a global audience to the incredible new brand home, creating excitement, social reach, and something truly unique for the brand and the industry.

Smyle put together an incredible team of in game writers, story tellers, software architects, 3D / UX / UI designers together with video and post production teams to create this unique experience in Unreal Gaming Engine. Guests could freely move around digital Princes Street to discover the brand's historic story, interact with games, chat with others and find hidden easter eggs. The digital spaces contained exclusive elements that ensured online visitors had their own unique experience, different to those who attended in person, creating their unique digital Journey of Flavour.

The impressiveness of the online event was evident; it had global coverage, with over 3300 tickets booked.