Jameson Irish whiskey is announcing the launch of a new on-pack promotion offering consumers two free cinema tickets at participating Odeon and Picturehouse cinemas when they purchase a promotional bottle of Jameson Irish whiskey. Starting 15th August, 60,000 promotional packs will be rolled out through the grocery and impulse channels that are valid until May 2012.
To ensure the promotion appeals to the brand’s target audience of 25-34 year old aspirational males, consumers will be able to redeem their tickets in a number of ways via simplified and modernised entry mechanics. They can either enter online at www.jamesonwhiskey.com/cinema using a unique code or scan the QR code on the neck collar with their smart phone to redeem the cinema tickets. The on-pack design has a modern, creative feel and includes information about the Jameson Irish whiskey Facebook page, prompting consumers to visit the website and interact with the brand through tools such as the “Like” button.
This new cinema promotion continues Jameson’s strong association with film and builds on other successful consumer film experiences, like the Jameson Cult Film Club. By offering consumers the opportunity to experience films at the cinema courtesy of Jameson Irish whiskey, the brand continues to build brand awareness amongst its target audience while promoting the modern, sociable elements of Jameson Irish whiskey.
Patrick Venning, head of marketing, Pernod Ricard UK, said: “This exciting, new on-pack promotion aims to create real stand out on shelf to keep Jameson top of mind with consumers and encourage trial Jameson’s smooth whiskey style”.