From Ministry of CRM
How brands turn a pickle festival into a customer relationship.
CRM SPOTLIGHT curates the best in CRM and data—from standout activations to experiences that bring people closer to brands. We explore the ideas behind them, how they work, and what they could inspire next.
Latest cases
Wild Turkey: a cocktail match that can leave the airport
An airport tasting bar adds a short cocktail quiz and a recommendation travellers can save. The CRM interest lies in making a brief product encounter useful again at home.
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Acorn TV gives mystery fans a sleuth identity
A detective quiz made Acorn TV’s month of mysteries participatory. Public campaign materials explain the invitation; Braze’s conference case supplies the personalisation story and attributed engagement claims.
United StatesEvery campaign, broken down to its mechanic.
- 25cases and their mechanics
- 05themes, one customer lens
- 13honourable mentions
- 10+countries, from Ireland to Japan
The Radar
The latest 30 stories on one screen
Each point is a recent story, placed by theme and by when it was reported. The closer to the centre, the more recent. Hollow points are vendor case studies and guidance without a campaign date. Pick a theme to focus. On mobile, tap to preview, then tap again to read. The totals cover the full library.
Five themes, one customer lens
- Participation
A reason to join in
8 cases - Discovery
An experience that explains the product
5 cases - Continuity
A reason to come back
6 cases - Recognition
The relationship has a visible benefit
2 cases - Relevance
Customer context changes the response
4 cases
Participation
8 cases
Acorn TV gives mystery fans a sleuth identity
A detective quiz made Acorn TV’s month of mysteries participatory. Public campaign materials explain the invitation; Braze’s conference case supplies the personalisation story and attributed engagement claims.
United States- Participation
Wendy’s × Lisa Barlow: Baby Gorgeous Meal
The celebrity meal gave fans an ordering destination and members a defined participation benefit.
- Participation
Jose Cuervo: The Inconvenience Store
The pop-up expressed the new canned format’s convenience through a simple participation idea.
- Participation
Jameson: America’s Biggest Round
A football-season offer connected in-bar participation, digital entry and a local venue destination.
- Participation
Beamish: the signet ring you could not buy
The brand turned a collectible object into an invitation to contribute something personal.
- Participation
Absolut × Tomorrowland: Malaysia promotion
Different sales channels led to the same festival opportunity.
- Participation
Absolut × Madonna: Confessions II
Music, live experiences and collectibles gave fans several ways into the same partnership.
- Participation
Jameson Black Barrel × The Big Brine
A cultural invitation connected the ticket reward with a distinctive Black Barrel flavour collaboration.
- Browse all 8 cases
Discovery
5 cases
Absolut Tabasco turns Sydney Harbour heat into a reason to taste
A volcano attracts attention at the Overseas Passenger Terminal. A nearby bar takeover gives the new vodka a place to be tried. The useful relationship lesson sits in the handover between those two moments.
Australia- Discovery
Martell: Golden Moon for Mid-Autumn Festival
Mooncakes, Cognac and gifting benefits made the seasonal proposition tangible.
- Discovery
Teremana: Crafted with Mana at Frankfurt Terminal 3
Production knowledge and sampling occupied the same airport space.
- Discovery
The Glenlivet Provence Edition: Le Café du Whisky
A café, a pastry collaboration and a signature serve supplied context for the new expression.
- Discovery
The Glenlivet: sensory discovery at Dubai Duty Free
The airport experience introduced the range through the traveller’s palate and a guided conversation.
- Browse all 5 cases
Continuity
6 cases
Thy Whisky: online tasting set 2026
The kit came with a shared occasion and an alternative way to take part later.
Denmark, online for an international audience- Continuity
The Busker: Triple Sessions Japan
Live performances, artist stories and venue activity gave the music platform several connected expressions.
- Continuity
Tennessee Collective × proof-it: connected whiskey release
A bottle-linked film made each producer’s contribution accessible after purchase.
- Continuity
McAlister’s Deli: Spud-tember
September’s seasonal purchase qualified members for an October reward.
- Continuity
Jim Beam: Hit the Beam
One entry could retain relevance as the football season unfolded.
- Continuity
Unifree Bio: plantable bottle neckers
The takeaway gave travellers a useful reason to scan after leaving the airport.
- Browse all 6 cases
Recognition
2 cases
Relevance
4 cases
Wild Turkey: a cocktail match that can leave the airport
An airport tasting bar adds a short cocktail quiz and a recommendation travellers can save. The CRM interest lies in making a brief product encounter useful again at home.
Sydney Airport T1 International- Relevance
Customer.io: measuring lifecycle outcomes
Published operating guidance explains how to connect message exposure with a defined customer action.
- Relevance
Dermalogica: customer context across CRM
The case connects product and service context with customer communications, while distinguishing current tools from planned additions.
- Relevance
Noted Aromas: behaviour-led email and SMS
A vendor case describes different messages for different stages of the fragrance relationship.
- Browse all 4 cases
What the best cases share
The next action belongs inside the experience.
- Participation
A clear invitation makes participation easy to understand.
- Continuity
A useful continuation gives the original interest somewhere to go.
- Relevance
A known preference gives the next response a reason to change.
Honourable mentions
More stories worth following
- ArdbegA US Airstream tour introduces visitors to the wider Committee relationship.
- LaphroaigAn India travel-retail launch links a personalised flag to brand membership.
- Chivas RegalChess and racing meet in a cultural activation; a digital game is announced.
- Banco do BrasilSalesforce describes an AI context layer across existing banking systems.
- Old PulteneyA Heathrow activation makes the brand’s coastal character visible in retail.
- KlaviyoSeptember updates expand AI tooling; several capabilities remain in preview.
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A curated selection of CRM ideas, standout activations and experiences worth exploring.
- Every new case with its mechanic diagram and source
- The month's themes and what the cases have in common
- Honourable mentions and tools worth a look
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Seen a campaign we should cover?
Send us campaigns with a clear customer mechanic. Your own work is welcome too. We read every submission and credit you if we cover it.
- A public sourceA press release, article or campaign page we can link to.
- The market and datesWhere and when it ran, even if roughly.
- What the customer doesThe invitation, the reward, the reason to come back.
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