From Ministry of CRM

How brands turn a pickle festival into a customer relationship.

Absolut Tabasco Australian launch photograph · published by Campaign Brief

Participation Absolut Tabasco turns Sydney Harbour heat into a reason to taste The mechanic

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.

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Latest cases

Discovery

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.

AustraliaRead the case

Wild Turkey Sydney activation photograph · published by The Moodie Davitt Report

Relevance

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

Find Your Inner Sleuth campaign artwork · Acorn TV / AMC

Participation

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

Every 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

8 cases

Participation

Acorn TV gives mystery fans a sleuth identity

United States

Discovery

5 cases

Discovery

Absolut Tabasco turns Sydney Harbour heat into a reason to taste

Australia

Continuity

6 cases

Original September tasting kit product photograph

Continuity

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

Recognition

2 cases

Image published with the Club Premium invitation

Recognition

Club Premium: discover Maison Martell

An existing shareholder relationship opened a route into the brand’s history and hospitality.

France, Cognac

Relevance

4 cases

Relevance

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

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

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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Discovery

The bourbon trail becomes a bookable experience at sea

Pre-cruise and onboard booking make bourbon discovery a planned experience.

Selected Royal Caribbean ships · 2026-09 · Activation month; corroborating report updated 10 SeptemberIssue 1 · September 2026 · Honourable mention

Royal Caribbean, via Cruise Critic — The Mason Jar

The case

Royal Caribbean and Suntory Global Spirits introduced Bourbon Trail at Sea on 17 ships during September’s National Bourbon Heritage Month. Cruise Critic describes a 45-minute guided experience featuring Maker’s Mark Classic, Jim Beam Original, Knob Creek Single Barrel Reserve 9 Year and Basil Hayden Original. Guests could book through the pre-cruise planner or onboard, at a reported price of $60 per person. The experience connected the pours with bourbon-making history and craft. A separate interview with Royal Caribbean’s beverage operations lead corroborated the programme and its four-brand format.

The observation

The booking route makes brand education an intentional part of the trip.

Evidence and context

The original Southern Living article was unavailable. Programme details are supported by editorial reporting and a separate interview, rather than a tested booking journey.No preference capture or post-cruise follow-up is established.

Sources

Royal Caribbean debuts bourbon tasting experiencesDuration, ships, expressions, price and booking.
Royal Caribbean brings Kentucky bourbon to seaSearch-accessible feature containing a named Royal Caribbean interview.
Original Radar source: Southern LivingOriginal report unavailable at review; this account uses corroborating sources.

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