Johnnie Walker x Ziggo Dome: Building an Always-On Brand Experience

Campaigns

Brand Activation, Strategic Partnerships, Sponsorship, Experiential Marketing, Customer Marketing, Culture & Entertainment

2026 – ongoing

Johnnie Walker x Ziggo Dome – Building an Always-On Brand Experience

Partnership & Activation Lead

Johnnie Walker x Ziggo Dome: Building an Always-On Brand Experience

Strategic challenge
How can Johnnie Walker turn a venue partnership into more than brand visibility, and build a consistent connection with consumers across some of the Netherlands’ biggest music and entertainment moments?

Insight
At Ziggo Dome, consumers are already highly engaged with the artists, shows and experiences they came to see. The opportunity is not simply to place branding around those moments, but to become a relevant part of them.

By combining a year-round brand presence with selected high-impact takeover nights, the partnership can build familiarity over time while creating stronger moments of awareness, trial, engagement and cultural relevance around the right artists and audiences.

Approach
I helped shape the Ziggo Dome partnership into an always-on brand platform for Johnnie Walker, connecting long-term partnership objectives with strong on-the-ground execution.

Throughout the year, Johnnie Walker is embedded across the venue through continuous sampling at the Priority entrance, multiple bar listings and permanent product availability, creating a consistent foundation for visibility and trial.

This always-on presence is amplified through selected takeover nights around major artists including Akon, Ne-Yo, A$AP Rocky and J. Cole. For these moments, we use the full potential of the partnership to create a more immersive Johnnie Walker experience across the visitor journey.

Depending on the artist, audience and opportunity, this includes large-scale visibility through the 360° exterior LED screen and venue-wide narrowcasting, dedicated sampling activations, branded bars, experiential spaces, Business Club takeovers, hospitality and Culture & Entertainment programming.

Rather than applying the same activation every night, each takeover is tailored to the cultural moment and audience while remaining part of one consistent Johnnie Walker partnership strategy.

The strength of the partnership lies in combining long-term presence with strong execution at the moments that matter most. Instead of treating sponsorship as a series of isolated campaigns, we use Ziggo Dome as a continuous brand platform, building familiarity throughout the year and creating standout experiences around major music and entertainment moments.

Not just being present at the venue, but becoming part of the experience.

Impact
• 40,000+ Johnnie Walker samples served across the year, driving large-scale product trial throughout the Ziggo Dome partnership
• Hundreds of thousands of visitors reached through year-round and takeover visibility, including the 360° exterior LED screen and venue-wide narrowcasting
• Always-on product availability across multiple bars, connecting brand awareness and trial directly with opportunities to purchase
• High-impact takeover nights around major artists, bringing together media, sampling, hospitality and experiential activation in one connected consumer journey
• 3,130 Johnnie Walker Black Label Whiskey Sour samples served during the A$AP Rocky takeover alone
• A partnership spanning the full marketing funnel, from mass awareness and cultural relevance to product trial and on-site availability