SITUATION: Jim Beam Black needed to build premium brand awareness, trial, differentiate from Jim Beam, & avert declining sales.
ACTIONS: Developed a highly visible digital and social media game emphasizing the 8 year aging process of Jim Beam Black with the campaign “8 Years Changes Everything” – True For Bourbon, True For You. The first online Bonfire where you discard elements that represent the old you including 8 weekly contests for points, badges, & prizes.
Led multiple teams & agencies throughout design and execution. Executed weekly reporting across digital/social channels.
RESULTS: Sales increased 15% during the game period and 20% in the months following with no major advertising drivers. Exceeded expectations across all primary measurement categories including unaided brand awareness, purchase intent, distinction from Jim Beam, “8 Years Changes Everything” campaign association, and opinions of the site design and user experience.
Design and development: Courtesy MediaBoom
