Jameson, the popular brand of Irish whiskey, wants to be known as the "official drink" of St Patrick's Day, and it's using an interactive campaign to do so.
Through an integration of social media, print advertisement, radio spots, and in-bar promos, the brand has collected more than 150,000 votes thus far. Voters can chose from a variety of Jameson cocktails, including a Jameson and ginger, and a Jameson and Coke. The Facebook page also allows users to send promotional badges to their friends.
An obvious concern of AdNectar, the agency behind the initiative, is the possible exposure to minors. To prevent this, the agency is using the process of age-gating to block the content from minors.
The campaign is part of the company's recent push in marketing, Marketwire reports. Despite the brand's longstanding popularity, it wasn't until last year that it produced its first television commercial. Jameson currently holds a 66 percent market share among Irish whiskies.
