Wearable whiskey? Yes, please
Jim Beam Apple appeals to legal-drinking-age millennials. Millennials obsess about technology, and Jim Beam Apple’s key fall season coincides with major product rollouts and innovations. So, in order to take advantage of a moment when our target drinkers were paying attention, we created the Jim Beam Apple Watch, a stylish timepiece that doesn’t actually tell time – but does put a shot glass on your wrist. To promote it, we created a pitch-perfect parody of a product-launch video and made a limited number of the brushed-steel watches and listed them for sale at Jim Beam’s online store. And, of course, we told influencers and media, targeting leading outlets in the technology, men’s interest, food-and-beverage, business and entertainment verticals as major fall tech events approached.
And it was an instant phenomenon, generating more than 70 placements and 263 million entirely-positive media impressions in less than a week. Not surprisingly, all that traditional-media attention fueled significant chatter online, where there were more than two million video views, nearly 5,000 social posts and a total social reach of 51 million. And, not surprisingly, all that buzz prompted quick sellouts at the Jim Beam Store.
2017 Shorty Awards: Gold Distinction, Best in Physical/Digital Convergence
2017 Shorty Awards: Audience Honor, Best in Physical/Digital Convergence
2017 Shorty Awards: Finalist, Best in Food & Beverage
2017 Innovation SABRE Awards: Winner, Social Media/Meme
2017 Innovation SABRE Awards: Finalist, Content Creation for Media Sites
2017 Innovation SABRE Awards: Finalist, Brand Videos
2017 North America SABRE Awards: Finalist, Product Media Relations