Jim Beam Offers a 4D ‘Ride on the Sinister Side’
Jim Beam invited millennial males to “Take a Ride on the Sinister Side” in 2015 with a program that broke the mold of traditional sampling campaigns. With the launch of the first-ever 4D tasting experience, the brand took consumers on a virtual reality thrill ride that brought whiskey education to new heights. The experience not only carved out a space for Jim Beam amid a cluttered whiskey market, but deepened relationships with both consumers and distributors, nearly doubling its sample-to-sales conversion rate over the previous year.
Rather than execute a standard sampling activation, Jim Beam set out to educate its millennial target on what sets the brand’s Devil’s Cut product apart from the rest. Leveraging Samsung Gear virtual reality headsets, Jim Beam took attendees on a virtual roller coaster ride from the perspective of the whiskey itself to illustrate its unique distillation process. As participants were seeing, hearing and feeling what it’s like to become the Devil’s Cut, they also smelled the bourbon thanks to brand representatives who wafted bourbon-scented paper under their noses. Following the VR engagement, consumers received a shot of Devil’s Cut to round out the multisensory experience.
The campaign put Jim Beam a cut above the rest, earning the brand substantial sales growth and more than 11 million media impressions. Bringing a whole new meaning to “bottom’s up.”