SOURCE: AdNectar, Inc.

AdNectar, Inc.

March 11, 2010 08:00 ET

Jameson Launches "Count Me In" Social Marketing Campaign With AdNectar

Irish Whiskey Uses Branded Virtual Goods on Social Media to Encourage Fans to Vote It the "Official Drink of St. Patrick's Day"

PALO ALTO, CA--(Marketwire - March 11, 2010) -  Jameson, the venerable Irish whiskey, and one of the fastest growing and most successful brands in the Spirits industry, has launched a branded virtual goods campaign to get fans to vote them the "official drink" of St. Patrick's Day. Through a combination of social media, advertising (radio, print and outdoor), off-premise, and in-bar promotions, over 80,000 votes were cast by March 7th, with many more expected.

The unique campaign featured branded drinks on the 'top shelf' of social Facebook applications like Pass a Drink and Drinks on Me that users send to each other. Links from the drinks connect to a Jameson branded application, where consumers can cast their vote, add a supporter's 'badge' to their Facebook profile, and see the current vote tally.

To ensure only adults 21+ saw the drinks, AdNectar implemented "age-gating," which prevented younger people from seeing or engaging with the campaign.

On the branded application, people can also vote for their favorite drink recipe from a list that includes Jameson & Ginger, Jameson & Cola, Jameson on the Rocks, Jameson Shot, or Jameson Neat. When voting for a particular drink, the drink recipe appears, along with the poll results... which, as of March 7th, has Jameson & Cola and Jameson & Ginger leading the pack.

"This is the largest, most integrated St. Patrick's Day initiative ever for Jameson. Given the fact that Jameson is the primary driver of the fastest growing category (owning 66% market share of Irish Whiskey*) and the recent significant visibility from our latest advertising campaign, which included the introduction of a television commercial for the first time, we are in a prime position to further establish our leadership in the category. Branded virtual goods are a great way for fans to announce their enthusiasm for the brand, and recruit their friends to make Jameson the 'Official Drink of St. Patrick's Day,'" said Wayne Hartunian, Brand Director, Jameson.

Jameson, the "triple distilled, twice as smooth" Irish whiskey, is using branded virtual goods as a key element in a coordinated marketing campaign, which also includes the annual Jameson Global Broadcast scheduled for March 17th. 42 DJs from 19 U.S. radio stations will be flown to Ireland to broadcast live from the Old Jameson Distillery in Dublin on St. Patrick's Day. "When consumers endorse Jameson to their friends, the positive impact to the brand is enormous," said Nir Eyal, CEO, AdNectar, Inc. "And AdNectar can quantify the impact by reporting on pass-along and engagement data."

About AdNectar
AdNectar powers digital word-of-mouth marketing for top brands at massive scale. These consumer-driven social endorsements drive deep engagement and viral pass-along measured in the millions. With 10 million virtual goods sent, 2 billion virtual goods served, and 40 Million monthly US uniques (62 Million global), AdNectar is the leading virtual goods platform connecting top brands like Nestle, Gillette, and 3M with publishers on Facebook, Twitter, LiveJournal, & Meez. For more information, visit http://www.adnectar.com

About Pernod Ricard USA
Pernod Ricard USA is the premium spirits and wine company in the U.S., and the largest subsidiary of Paris, France-based Pernod Ricard SA. In July, 2008, Pernod Ricard completed the acquisition of the iconic ABSOLUT® Vodka brand from the V&S Group. In addition to ABSOLUT®, Pernod Ricard USA's leading brands include such prestigious spirits as The Glenlivet® Single Malt Scotch Whisky, Chivas Regal® Scotch Whisky, Jameson® Irish Whiskey, Seagram's Extra Dry Gin®, Beefeater® Gin, Martell® Cognac, Malibu®, Kahlúa® Liqueur, Hiram Walker® Liqueurs, Pernod® and Ricard®; such superior wines as Jacob's Creek® and Brancott Estate®; and such exquisite champagnes and sparkling wines as Perrier-Jouët® Champagne, G.H. Mumm™ Champagne and Mumm Napa® wines. The company is based in Purchase, New York, and has roughly 1,000 employees across the country.

Pernod Ricard USA urges all adults to consume its products responsibly and has an active campaign to promote responsible drinking. For more information on this, please visit: www.acceptresponsibility.org.

Contact Information

  • Media Contact:
    Paul Martecchini
    VP Marketing
    AdNectar, Inc.
    Email Contact