ADOTAS – Jameson, America’s fastest-growing whiskey brand, has partnered with HipCricket, a mobile marketing company to send unique Irish toasts via text message to consumers who have opted-in to the “Jameson Full-On Irish” Sweepstakes for St. Patrick’s Day. Toasts will be sent daily from February 17th to March 17th, and then hourly throughout March 16th and 17th.
Pernod Ricard USA, the domestic importer of Jameson’s worked with Marketing Drive, its creative agency to develop the national campaign built around a sweepstakes featuring five Grand Prize trips to the Old Jameson distillery in Dublin, Ireland.
On the back end, HipCricket’s platform offers Jameson the ability to measure the results of their campaign with drill-down analytics.
Brand director for Jameson at Pernod Ricard USA, Wayne Hartunian said “Everyone wants the perfect toast on St. Patrick’s Day, and mobile is the ideal medium to quickly distribute these gems to our customers who have opted in. It is the ideal way to be creative and enjoy St. Patrick’s Day with friends and family.”
Steve Siegel, HipCricket’s VP of Brand Solutions added “Branded are looking for creative yet welcomed ways to become an integral part of consumers’ lives; the ‘Jameson Full-On Irish’ campaign and “texted toasts” provide something fun and enjoyable to their customers. Consumers are welcoming Jameson to be a part of their lives via a very personal medium, their mobile phones; we’ve helped Jameson to create a fun way to stay top of mind.”