Jim Beam this summer is lending its support to 10 music artists as part of the Jim Beam Music Series, an 11-stop tour in partnership with Kid Rock. The program kicked off at the South by Southwest Music festival last month in Austin, and wraps at the PNC Banks Arts Center in New Jersey with the band O.A.R. on July 9.
The spirits brand is tapping into local radio stations, Facebook and on-premise accounts 30 days before its arrival to give away tickets for a pre-party the night of each concert. The brand is giving out about 200 tickets for each night, and via a text campaign on-site, another 30 guests will get a fully branded, food and drinks included, VIP meet-and-greet experience with the artists. Jim Beam is also filming inspirational videos with the theme of “Bold Choices” about each artist’s journey to stardom and posting them on jimbeam.com to share with fans.
“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,” Rob Mason, director-U.S. Bourbons at Beam Global, told Buzz. “Producing exclusive music content and hosting engaging experiences should help us recruit new users and build loyalty among current consumers.”
At the pre-parties, Jim Beam has minimal branding to keep the focus on the music, but at the entrance, brand ambassadors greet attendees to explain the offerings inside. Folks attending the events receive a branded backpack, a guitar pick and music download card, a tour sticker and artist poster. Agency: Inspira Marketing Group, Norwalk, CT.