St Patrick's Day sampling
To raise awareness and consideration of the the new Jameson Ginger & Lime RTD, we leveraged St Patrick’s Day and launched a mass sampling campaign across London.
We were challenged to distribute complementary samples to core target LADS audience, ensuring the brand is seen in the right places, at the right time, and with the right message for the demographic. We also had to align with the integrated #CheersJameson campaign to drive entries to an Instagram competition.
The activation was simple, accessible and desirable. We distributed the cans at speed insuring an age-check and the key message was communicated . When we had longer to engage people we explained #CheersJameson and the competition mechanic.
We delivered 15,000 perfectly chilled samples across 8 London locations as well as generating 350 competition entries and 500 online surveys (KPI 50!).