Beam Global Spirits & Wine and Jim Beam Bourbon continue a unique take on marketing through a user-generated social media contest, named “The Remake,” in support of the recent airing of “The Girlfriend” television commercial. The commercial began airing on six of the top sports television networks, including TNT and ESPN, during the NBA games and will run through 2/15. By launching a user-generated social media contest, Jim Beam will reach its target demographic through a combination of new and traditional media. The brand’s recent marketing initiatives have effectively utilized both social media and interactive efforts to engage consumers and further position Jim Beam as the industry leader of social media. This latest campaign will go one step further to deepen a connection with consumers by adding user-generated content.
Legal purchase age consumers are being challenged to create their own, original commercial remake by imitating, spoofing and/or improving upon the Jim Beam “The Girlfriend,” “The Tragedy” or “The Party” commercials posted on jimbeam.com/theremake. Consumers have the option to use a Director’s Toolbox of pre-approved fonts, sound clips and logos to create their innovative videos. Personal promotion buttons and embeddable content will allow both contest viewers and participants to start their own viral campaigns for their favorite video through social media sites.
The online contest kicks off January 22 and runs through March 21. The five top-scoring video remakes will be deemed finalists and included in a public voting event on jimbeam.com/theremake from April 8, 2009 to May 8, 2009. All eligible submissions will be reviewed by a panel of qualified judges based on the following criteria: creativity (33.3%); use of humor (33.3%); and originality (33.3%). One grand prize winner will be awarded a cash prize of $25,000 and a trip for four to Las Vegas, Nevada. Four runners-up will receive a Sony HD digital video camera. Winners will be selected on a combination of public vote and judges’ criteria. There will also be a “Best Story” category reviewed by a panel of qualified judges for the individual who best uses humor, creativity and originality instead of fancy video production equipment to create a successful commercial. The prize for “Best Story” is a Flip™ Mino video camera.
