We built momentum for Jim Beam’s Make History campaign by encouraging fans to share their #MakeHistory moments on social media for a chance to be featured in a print campaign for Jim Beam Devil's Cut that ran in Maxim Magazine.
We incorporated the winning submissions into a single drop of bourbon that
emphasized the process of how they extract Devil's Cut from the barrel staves.
For the 2015 NCAA Tournament, Jim Beam Kentucky Fire engaged with fans by releasing a series of cheers and GIFs based on events we knew might happen during the game (i.e., defense blowing up or someone shooting an epic three-pointer) and released them when they did – geo-targeting them to areas of relevance and encouraging people to share videos of themselves doing the cheer.
