Jennie races around Singapore

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As Singapore prepares for the world’s first night-time Formula 1 grand prix, Johnnie Walker set out to help visitors find their way to the hottest venues and keep up with all the race gossip.

The venerable whiskey brand announced plans for the digital personal assistant late last year and has launched it as a bespoke mobile guide to what for one weekend will be the fastest city on earth.

The mobile DPA also known as Jennie will keep subscribers updated on the race, the trendiest bars, hotels and restaurants as well as providing responsible drinking messages and numbers to call a cab home.

The platform is being promoted via SMS, email, promotional material in bars and via brand ambassadors at key venues. Bluetooth booths at important locations around Singapore will also make sure the mobile PDA is a must-have for race fans.

Developed by OgilvyOne’s Digital Innovation Lab the plan is to roll out Jennie to other markets in the region. The platform can be downloaded to Nokia N and E series phones as well as Sony Ericsson W760 and K850i among others.

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