Whiskey, anyone? In honor of St. Patrick’s Day this year, 360i client Jameson is spreading Irish cheer digitally with its “Long Live the Shot” campaign – raising a shot glass to the bartenders and people who celebrate the holiday.
The campaign is running in cities across the nation including NYC, Chicago, Austin, Dallas, Houston, Los Angeles, San Francisco and Seattle through March 19 – and leverages proximity marketing around bars and neighborhoods within New York in a first for the brand to target fans with location-specific messaging.
In a Facebook-first, Jameson is utilizing the platform’s new 3D video ads to showcase videos of bartenders pouring and sliding shots to fans. These “Shoot the Feed” videos run using Facebook’s auto play feature in fans’ mobile newsfeeds, and were the result of a Facebook Spark Session which included Jameson, partners 360i and Phear Creative, along with the Facebook Creative Shop which led the session.
Jameson will be sharing a special “Bartender thank you” version of “Shoot the Feed” that will run March 18-19.
Closer to the holiday, Jameson invited fans to share their St. Patrick’s Day experiences through the lens of a shot glass filled with Jameson whiskey, in a collective celebration of St. Patrick’s Day and their local neighborhood, bars and bartenders called “Shots Eye View.” The brand has been giving local shout-outs to those that participate on Facebook and Instagram.
While the promotion ran nationally with unique executions in 10 different cities, Jameson further narrowed down its targeting in New York City. In a beta test, the brand leveraged geo-fence technology targeting to the neighborhood level to deliver location-specific “Shots Eye View” messaging unique to where a person lived and/or celebrated the holiday.
For example, pub-goers in the East Village of NYC may have received a message in their mobile newsfeed that read: “This shot’s for the East Village. Share your own shots from where you’re celebrating St. Patrick’s Day with a view through a shot glass of Jameson. Slàinte. #ShotsEyeView #LongLiveTheShot.”
Read more over at Adweek.