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.

Dom Bothner, brand manager for Bushmills explains "The campaign makes clear parallels with the craft of classic cars and the meticulous whisky making tradition of Ireland's oldest distillery. The appeal of an aspirational prize and a strong vein of Irish humour that runs through the campaign will help expand the brand's already loyal fan base." 

To stand a chance to win the car, consumers must SMS a unique code given with each purchase of a Bushmills product. They are then directed to the Bushmills Village microsite, designed to illustrate the heritage of the brand in an entertaining way as well as providing a chance to win a second competition entry and spot prizes.

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.

Promotions will be supported by a fully integrated campaign featuring online, print, radio, TV, public relations and in-store materials. Awareness at point of sale will be driven by posters, coasters, neck cards, entry cards and table talkers. 

The campaign was developed and managed by Brandhouse in conjunction with The Jupiter Drawing Room, Global Vision, Nota Bene and Atmosphere Communications.