During the opening days of SXSW from March 10-15, Johnnie Walker set up a Flavor Lab in the Registrant Lounge that was open to all SXSW conference attendees. With the help of Web3 technology and a seamless interactive touch-to-explore process, attendees participated in a flavor discovery quiz that enabled them to enjoy new, bold, and refreshing ways to taste a Johnnie Walker cocktail. And it all started with a simple tap…

Step 1: By tapping an IYK disc, users were directed to a web page where their flavor journey would begin.

Step 2: A set of 5 flavor and personality questions were displayed to every participant.

Step 3: Points were awarded to a flavor profile type when a response linked to it was chosen.

Step 4: The participants' flavor profile was determined by the flavor category with the most points in the end.

Step 5: If the user chose to skip the quiz, a flavor profile would be assigned randomly.