Jameson Connects: The Circle @ All Together Now
PR // EVENT ACTIVATION // INFLUENCER MARKETING // SOCIAL MEDIA
We turned Jameson’s Festival presence into the weekend’s most talked-about destination.
A launch at bow st. Distillery
The campaign kicked off with an exclusive launch at the iconic Bow St. Distillery, where media and influencers joined the brand and enjoyed performances from artists including Asha Ari, God Knows, and Curtisy. This launch event gave a preview to what was in store at the festival offering a range of varied sessions and custom cocktails from artists to establish a deeper connection to the music and the artist.
A pre-festival merch drop that sold out daily
Ahead of the festival, we seeded an exclusive Jameson x Awake NY merch drop to a curated list of influencers, turning their feeds into a pre-festival hype machine. Each piece landed with a steer toward the Eventbrite booking pages for Jameson Connects: The Circle Stage, converting social buzz into locked-in footfall before a single act took the stage. By the time the gates opened, the merch was already a status item – and demand at the festival proved it, with stock selling out daily.
The fans became the stars at The Circle Stage
At Jameson Connects: The Circle Stage, festival-goers stepped into their own spotlight. Professional portrait sessions were transformed by our in-house designer into personalised album covers, one-of-a-kind keepsakes that doubled as some of the weekend’s most shareable content. Alongside the covers, free tooth gem application gave fans a bolder way to mark the moment. Both activations channelled Jameson’s belief in self-expression and gave festival-goers a reason to linger, share, and come back.
A SPECIAL GUEST AT A SECRET GIG with a queue out the door
In one of the most talked-about surprises of the weekend, we hosted an intimate, surprise set from Bricknasty – accessible only to fans who’d pre-booked through Eventbrite and collected a buzzer that lit up when the gig was about to start.
The gig sold out in advance, with a queue out the door of the merch store on the day, cementing Jameson’s presence as the brand delivering unforgettable live music experiences.
And a Brand new track to carry the moment past the weekend
The activation didn’t end when the main stage went dark. Irish artists Curtisy and Sloucho teamed up with Jameson on a brand-new track, “gimme it,” which debuted live at Jameson Connects: The Circle Stage. We took it from festival moment to cultural moment, rolling it out across radio and lifestyle media with a dedicated press release and imagery that landed it on station playlists and online rotations.
Across the campaign, our press office secured 231 pieces of earned media reaching 5.5M+, while a curated influencer programme delivered a further 4M+ in reach — keeping Jameson in the conversation long after the tents came down. Festival-goers ranked The Circle #1 for most unique and different experience, with an overall rating of 4.2/5.
