Jim Beam creates online marketing campaign for tour

Emma Rigby,, Revolution UK 24-Jan-05, 08:00

LONDON - Bourbon brand Jim Beam has created an online marketing campaign to promote its sponsorship of a series of live music events in March, called the Jim Beam UK Music Tour.

The campaign includes an initial teaser microsite, to be followed by a more permanent website to appear in early February, and online advertising.

An ad promoting the Tour, which stars bands including the Raveonettes, The Boxer Rebellion and the Queens of Noize, will be emailed to its database of key influencers and music fans, with creative depicting the event in its planning stages.

The current microsite is acting as an information and data capture site. It holds information on the bands playing on the tour, the venues and behind-the-scenes news.

Music fans can register to receive regular gig updates and enter competitions to win free tickets and music equipment from the Jim Beam Tour partner, guitar-maker Gibson.

The new site launch on February 1 will hold more interactive content and will incorporate downloadable music, interviews, reviews and pictures from each show. Live footage will be provided by MTV2. The tour starts on March 4 and go to 17 UK venues.

Agency Limone Media developed the site and campaign.

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