Whiskey Distiller Goes Interactive

"Beam Global Spirits & Wine launched the “Beamfire Sweepstakes” on October 15 to interactively promote its Jim Beam Black Double Aged Bourbon. The company worked with interactive agency Zezza Network on the effort," so starts a post on DMNews. "The campaign's sweepstakes element corresponds to Beam's '8 Years Changes Everything' advertising effort, which was designed to play up the product's eight-year aging process, said Rob Mason, US director of bourbons for Beam Global Spirits & Wine. The effort, which will run through mid-December, encourages consumers to toss items into a virtual bonfire to celebrate how much they've matured over the past eight years."