RAPT Creative created the #TasteInMusic campaign to continue engaging with the audience it had built for Jameson earlier in the year.
Following the success of its Month of Comedy campaign earlier this year, the agency launched and implemented the digital activation campaign for Jameson as part of the brand’s efforts to ensure it stays top of mind with consumers.
Using influencers to demonstrate the mechanics of the #TasteInMusic promotion, Jameson challenged music enthusiasts to create a cocktail epitomising their favourite piece of music and post themselves doing so to their social media channels while tagging @Jameson and using the #TasteInMusic hashtag. Participants stood to win exclusive and bespoke Jameson Cocktail Kits.
According to RAPT Creative’s Head of Public Relations and Influencer Partnerships, Khangelani Dziba, Jameson Comedy Month connected Jameson with its consumers in an authentic way using humour as the thread. In #TasteofMusic, he said, they were able to do the same by highlighting the chemistry between Jameson, music and aficionados.
‘#TasteInMusic is a platform that is about good music. Paired with a great Jameson cocktail, it gives consumers an opportunity to share their love of music and find more ways to enjoy Jameson whiskey,’ said Dziba.