RU
JIM BEAM: 225 YEARS OF FAMILY
PR/ EVENT/CONCEPT/PRODUCTION/
INFLUENCER MARKETING
TASK
To conduct a complex promotion campaign for Jim Beam celebrating the brand's 225th anniversary.

IDEA
Jim Beam bases its positioning on the idea of bringing people together and having a great time with friends. This concept fitted perfectly into the realities of 2020. Although much of the campaign was conducted online, its activations encouraged people to continue to enjoy connecting with friends and celebrate the brand's 225th anniversary together.

In the spring, during the lockdown, the agency organized a series of Jim Beam online parties with influencers. The first meeting was a Zoom challenge in partnership with the Esthetic Joys promotional group, while the second was a YouTube show.

The agency sent the influencers participating in the campaign party-planning preventive kits. The kits included all the essentials for safe parties: a protective mask, disposable glasses and a Jim Beam cocktail-making set. Feduk, Slava Glushkov, Polina Favorskaya, Egor Piskunov and the Esthetic Joys team told in posts and stories how they were spending their self-isolation days, having fun, sometimes unexpectedly, and then had a live-streamed Zoom party, kicking off the celebration of the brand's 225th anniversary.

Dava, T-killah, Nata Rudova and Sergei Mezentsev followed up on the anniversary party series. They continued to celebrate the brand's 225th anniversary in an online show called Tusagoliki ("Partyholics"), entertaining the audience with musical and dance numbers, funny jokes and experiments. For the Instagram audience, the agency produced teasers and short clips of the show's best moments. All of the project's protagonists posted these videos on their Instagram feed and IGTV and announced the release of the show on their Instagram Stories, with a link to the singer Dava's YouTube channel, where the main clip was posted.

Over the summer, Morgenshtern and Feduk posted about how they enjoy summer freshness with Jim Beam and what they prefer doing in their free time. Influencers snapped photos in front of a fridge filled with refreshing whiskey and also captured moments of creative making of Ice Tea Highball cocktails based on Jim Beam.

The anniversary campaign culminated in the launch of a video project with Morgenshtern and rap artists GONE.Fludd and OBLADAET, which was later promoted on YouTube and social media. In the story, the musicians get together to wish their best friend Jim happy anniversary by performing their latest hits. The video features three music videos of the artists' tracks with animated inserts, telling the story of how each musician got to know their friend Jim. The video was directed by filmmaker Marty Rush. The clip was posted on YouTube, followed by promotion on social media, and had over 9 million views.

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