Beam Global Spirits & Wine launched the “Beamfire Sweepstakes” on October 15 to interactively promote its Jim Beam Black Double Aged Bourbon. The company worked with interactive agency Zezza Network on the effort.
The campaign’s sweepstakes element corresponds to Beam’s “8 Years Changes Everything” advertising effort, which was designed to play up the product’s eight-year aging process, said Rob Mason, US director of bourbons for Beam Global Spirits & Wine.
The effort, which will run through mid-December, encourages consumers to toss items into a virtual bonfire to celebrate how much they’ve matured over the past eight years.
“We’re challenging our consumers to ditch the memories of the trucker hats they used to wear, the music they used to play, and even the company they used to keep, and celebrate how far they’ve come,” said Mason. Males in their 30s make up the brand’s target audience.
Consumers can access the sweepstakes through Facebook. The initiative offers eight weekly challenges, such as “My Old Wardrobe,” “Where I Used to Live” and “My Old Job,” where entrants can earn points and badges for participating. Consumers can convert each point received during the sweepstakes period to sweepstakes entries.
Jim Beam will award up to 10 branded prize packs during each weekly drawing, such as a Jim Beam sauce gift set, shot glasses and a director’s chair. Three grand prize winners will receive $8,000.
The company will measure the number of sweepstakes entries, total items “tossed,” participation in the weekly themes, as well as website visits, click-throughs and consumer interaction on Jim Beam’s Facebook properties, added Mason.
“With future communications, we will only target consumers who opt-in, or ‘like’ the Jim Beam Black page and engage with our brand through that medium,” he said.