Dewar's Announces Partnership with TED 2012

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Dewar's to launch revolutionary digital installation at TED 2012, Long Beach, California.

2012 Conference in Long Beach, California

Partnerships with brands like Dewar's allow us to expand the dialogue of innovation," said Ronda Carnegie, Head of Global Partnerships at TED. "The Dewar's Hub is exciting; it brings together all of the ideas generated from the TED talks as they happen.


DEWAR'S® Scotch Whisky today announced a partnership with TED -- the nonprofit dedicated to "Ideas Worth Spreading" -- at their 2012 conference in Long Beach, California.

The conference, which begins on February 27th through March 2nd, 2012, will bring together a diverse group of speakers from the fields of technology, entertainment and design to deliver exciting multi-sensory talks in less than 18 minutes. Speakers include Reid Hoffman, co-founder of Linked-In, and Andrew Stanton, writer of the Toy Story movies.

Founded in 1984, the TED conference draws a global audience to attend the four-day event, which features TED's famous talks, along with music, comedy, dance, short talks, video and other surprises.

At TED 2012, Dewar's will capture the buzz around the talks through the "Dewar's Hub," a revolutionary interactive experience that distills and visualizes real time conversations from Twitter. Attendees will be able to explore different themes and conversation strands by tweeting to the installation, or alternatively-- they will be able to also navigate, filter and influence the visualization using motion detection. People around the world can also tweet requests to receive automated Twitpics displaying the discussions around their chosen topic.

Join the conversation @dewarshub and on Facebook,

The top selling Scotch Whisky in the US, Dewar's will be served during the week at hosted events such as the TED Fellows Reception. Eighty delegates will also have the opportunity to take part in a special evening whisky 'Masterclass" with Dewar's Senior Global Brand Ambassador, Stephen Marshall. Dewar's fans across the globe will also be able to enjoy the session in their home or office through a video Masterclass.

Tom Swift, Global Marketing Manager, Dewar's said: "We are very proud to have formed this partnership. DEWAR'S shares TED's commitment to the spread of great ideas and their positive outcome. It fits perfectly with DEWAR'S own view of life that some things are just Worth Doing."


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Renee Martin
The TVC Group / New York City
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