Launching a new brand to the UK student population
Client: Jim Beam
Launched Red Stag to attract a new audience to Jim Beam family through a hybrid campaign delivering both opinion-forming endorsement and high volume opportunities.
• lead agency role on fully integrated campaign inc. experiential, digital, PR and media platforms
• Party Pioneer initiative worked with innovative student event curators and promoters (this alone reached 15.8 million people through 44 events with over 80,000 nline votes)
• Brokered deal to become official shot of O2 Academies (securing exposure and trial opportunities to 3.5m visitors / year across UK)
• Sampled 24,000 and reached 33m through media, PR and social media.