Category: Best Use of Social Media Marketing
Advertiser: JAMESON IRISH WHISKEY, PERNOD RICARD USA
Product/Service: JAMESON IRISH WHISKEY
Agency: EVOLUTION BUREAU
Media Agency: VIZEUM, New York, USA
Executive Creative Director: Stephen Goldblatt (Evolution Bureau)
Art Director: Aaron Feiger (Evolution Bureau)
Copywriter: Jean Morrow (Evolution Bureau)
Executive Producer: Craig Batzofin (Evolution Bureau)
Project Director: Bo Jacobson (Evolution Bureau)
Project Associate: Ryan Leong (Evolution Bureau)
Broadcast Producer: Troy Courtney (Evolution Bureau)
Designer: Aaron Feiger (Evolution Bureau)
Designer: Bela Spohrer (Evolution Bureau)
Junior Designer: George Tong (Evolution Bureau)
Editor: Max Stein (Evolution Bureau)
Director: Martin Percy (Unit 9)
Director Of Photography: Carl Burke (Unit 9)
Editor: Alex Burt (Unit 9)
Director Of Technology: Yates Buckley (Unit 9)
Design Lead: Jarrod Castaing (Unit 9)
Executive Producer: Valentina Culatti (Unit 9)
Illustrator: Steven Noble (Evolution Bureau)
Animator: Devin Croda (Evolution Bureau)
Color House: (Splice)
Media placement: Facebook Ads- 3 - Facebook - 14 November 2011
Media placement: Trailer - YouTube - 14 November 2011
Insights, Strategy & the Idea
In 2011, Jameson had double-digit revenue growth and a passionate fanbase thanks to a series of tall tales and amazing stories featuring their legendary founder, John Jameson. However, they were missing a digital presence and engagement with their fans. We decided to tap into this fanbase by inviting them to walk in John Jameson’s shoes.
Creative Execution
We created a game that invited users to take part in a Jameson legend of their own and interact with the brand they already loved. On Jameson1780.com, users logged in through Facebook Connect and navigated the streets of 18th century Dublin in an effort to track down a mysterious culprit who stole a barrel of John Jameson’s whiskey. The only thing they knew for certain was that the culprit was one of their Facebook friends.
Users explored 1780 Dublin, collected clues, and accepted challenges from the townsfolk to obtain clues with information taken directly from the culprits Facebook profile. The game brought up an important Facebook truth: How well do we really know our Facebook friends?
Results and Effectiveness
Jameson 1780 has offered fans the chance to step into and walk in John Jameson’s shoes. It brought a successful traditional campaign into the digital and social world, while staying true to the brand’s roots.
Since launch, tens of thousands of players spent an average of four minutes on the site and drove 50% participation among users who passed the age gate.