“
One of our goals in 2011 is to play a meaningful role in setting the stage for fans to forge their own legendary stories and enjoy shared experiences in music. Producing exclusive music content and hosting engaging experiences should help us recruit new users and build loyalty among current consumers.”
Objectives
Jim Beam strove to create an intimate live event series fans wouldn’t be able to experience otherwise; by choosing bold artists, one-of-a-kind venues & incorporating exciting mobile elements, powered by Mozes. Solution
Consumers age 21 and older were invited to enter to win a trip to O.A.R.'s Live Music Series concert at PNC Bank Arts Center in Holmdel, N.J. by texting MYTOURBUS to short code 66937. Upon arrival at Newark Airport, one lucky winner and three friends were provided with their very own tour bus to live the rock star lifestyle for 24 hours. In addition to VIP treatment at the show, they also received a private meet & greet with the band before the concert. At the Live Music Series kickoff event at SXSW, featuring Kid Rock, concertgoers played an innovative tug-of-war game by texting in their Beam drink of choice, and also to receive a commemorative Live Music Series mobile wallpaper.
Jim Beam strove to create an intimate live event series fans wouldn’t be able to experience otherwise; by choosing bold artists, one-of-a-kind venues & incorporating exciting mobile elements, powered by Mozes. Solution
Consumers age 21 and older were invited to enter to win a trip to O.A.R.'s Live Music Series concert at PNC Bank Arts Center in Holmdel, N.J. by texting MYTOURBUS to short code 66937. Upon arrival at Newark Airport, one lucky winner and three friends were provided with their very own tour bus to live the rock star lifestyle for 24 hours. In addition to VIP treatment at the show, they also received a private meet & greet with the band before the concert. At the Live Music Series kickoff event at SXSW, featuring Kid Rock, concertgoers played an innovative tug-of-war game by texting in their Beam drink of choice, and also to receive a commemorative Live Music Series mobile wallpaper.
Results
Brand made over 13,000 mobile connections with consumers through sweepstakes
Over 18% of audience participated in mobile tug-of-war
Over 450 fan comments received at SXSW kickoff event
