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Jim Beam ramps up summer promotion with SMS

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Jim Beam

Jim Beam is pushing into mobile

Bourbon brand Jim Beam is building on its partnership with nonprofit Operation Homefront on a summer marketing campaign to drive sweepstakes entries and charity donations via SMS.

This summer, Jim Beam will present its Live Music Series across the country. Users can enter to win a VIP trip to the final concert of the summer by opting-in to Jim Beams SMS program with a special keyword.

Mobile programming is a great gateway to our consumers since they are already actively engaged on their cell phones. Its a platform that Beam is currently incorporating into the majority of consumer programming, and will continue to do so moving beyond 2012, said Dan Cohen, senior public relations manager at Beam Inc., Clermont, KY.

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Music to my ears
Jim Beam has partnered with six different musical artists this summer for a series of concerts. Artists include David Gray, Kid Rock and Train.

Users can enter to win the grand prize, which includes a trip to the final Jim Beam concert, backstage access, an autographed guitar and a chance to blog for Jim Beam, either online or via SMS.

Consumers can text the keyword LMSVIP to the short code 66937. To participate in the campaign, consumers are asked to opt-in to the brands SMS program for a chance to win.

Jim Beam’s SMS program

Additionally, Jim Beam is continuing its partnership with Operation Homefront for the fifth year.

Consumers can donate $5 to the cause by texting the keyword SALUTE to the short code 27722. The amount will then be automatically added to a consumers carrier bill.

Jim Beam will donate $100,000 to the organization. A portion of this donation plus the money raised from the text-to-donate campaign will be used to buy musical instruments for soldiers.

Besides the mobile components, this years campaign also lets music fans download exclusive tracks from the concerts from the microsite http://www.jimbeam.com/live-music-series.

Mobile spirit
Jim Beam has been active in mobile for a while now.

For example, in 2010, the company used MMS as part of a multichannel campaign that encouraged users to learn about the brand via a mobile site (see story).

By pushing SMS in its latest campaign, the brand recognizes that more consumers are using their devices as a primary communication method, especially at a live event such as a concert.

Giving consumers a direct way to participate in a campaign in this case by entering a sweepstakes and donating to a charity Jim Beam is able to use mobile to its advantage as a direct response tactic.

Beyond a corporate donation of $100,000, Jim Beam also wanted to provide consumers the opportunity to show their support for the troops, Mr. Cohen said.

The SMS component of the sweepstakes provides easy access for fans to enter the promotion, on a platform where theyre already active, he said.

Mobile will continue to be integrated into all consumer programming for Jim Beam and will have a strong presence in campaigns moving forward.

Final Take
Lauren Johnson is editorial assistant on Mobile Marketer, New York