The 'Famous Dad Dance' campaign is designed to promote the whisky to people buying gifts for Father's Day on 21 June.
A dedicated microsite allows visitors to upload a photograph of their father. This is then used to create an embarrassing film of him dancing, which can be sent to friends and family.
The campaign links to The Famous Grouse's online personalised label service.
The UK push will be followed by digital activity in South Africa, Greece and Sweden later this year.