Case Study
House of
Walker
A collectible passport campaign that turned a Johnnie Walker brand house into a game, rewarding the guests who explored every booth with a rare pour.
A collectible passport campaign that turned a Johnnie Walker brand house into a game, rewarding the guests who explored every booth with a rare pour.
For its House of Walker activation with VaynerX in New Orleans, Johnnie Walker wanted guests to move through the entire space, not just gather at the bar.
POAP Studio built the participation layer: a collectible passport that tracked 379 players across nine collectible moments, with 75 completing the six-stop venue path and 22 finishing the full journey.
Brand houses concentrate energy at the bar. Johnnie Walker needed a reason for guests to visit every booth and engage with the full story, without breaking the premium feel of the experience.
Guests collected a distinct digital collectible at each booth, building a passport as they moved through the House of Walker.
Completing six stops unlocked the centerpiece reward, a rare liquid pour reserved for finishers.
The most dedicated collectors who finished the journey were rewarded again with exclusive merchandise.
A collectible passport campaign turned a single venue into a journey, bringing 379 players into the experience and giving the 22 full-path finishers a rare proof of completion.
379 players collected at least one House of Walker collectible across the nine-moment campaign.
75 guests completed the six-stop venue passport that unlocked the rare pour reward.
22 guests completed all nine collectible moments, giving Johnnie Walker and VaynerX a verified record of the most engaged participants.
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