Jameson – Widen the Circle

Ahead of St. Patrick’s Day, Jameson were preparing to host their biggest event yet – a 1,200 capacity live show at The Camden in Dublin featuring some of the finest musical talent from Ireland.  To build up a real buzz, and ensure it got plenty of attention, we blurred the lines between artists and guests, giving a selection of gig-goers a touch of rock ‘n’ roll green room indulgence with their very own rider, and early access to the gig to hang out during the sound check.

At Jameson, they say that St Patrick’s Day is the drinks industry’s second Christmas so go big or go home is the name of the game. With the success of last year’s campaign behind us, Jameson tasked Sweartaker to elevate this years campaign and event to new heights which would require us to pull out all the stops.

With two very popular acts, SOAK and Soda Blonde, headlining, we knew there would be huge interest from consumers as well as media and influencers so in addition to ensuring word got out about the show, we developed an experiential activation as part of the wider event.

Seasoned gig-goers will always enjoy a great concert, but what could we do to make it really stand out? We thought a touch of rock ‘n’ roll indulgence and a glimpse backstage would blur the lines between artists and guests, and create a unique, unforgettable, and highly shareable experience.

We set up a dedicated WhatsApp hotline and asked gig-goers to send in the rider of their dreams, with the promise to make five lucky winner’s riders a reality for them and their band of friends.

For media and friends of the brand (our selection of key influencers) we sent an interactive invite where they could choose a rider request from a pre-set list. These included a barber, a makeup artist, a personal mixologist, a tarot card reader, arcade games, humidifiers, golf putting mat and disposable cameras to name a few.

Ahead of the event itself, we sent out packs of Jameson merch which included a branded letterman jacket, cap and socks as well as a bottle of Jameson Whiskey to 100 media and influencers. It certainly caused a stir and generated over 300k in reach.