A Guerrilla Marketing Blog
Jameson, Taking Charge of Your Next Drink
Why is ordering the first drink so awkward? Do you play it safe with a Stella? Or do you end up ordering something a little more complex like a Hendricks Dirty Martini, stirred, 3 olives, and a layer of ice on top? When a bar shelf is filled to the brim with hundreds of bottles glaring down at you how could you not be intimidated. In an effort to create a great conversation piece, On Media Group developed an Outdoor projection for Jameson. With this Outdoor Projection, Jameson was able to communicate with their target audience of night owls in NYC and LA to help them with their most important decision for the night, the first drink. As passerby’s wandered around into the night, the projected billboard points you out, asks you how your night is going, and inquires about any other personal endeavors of the night.
As much as I love outdoor projections, this case wasn’t a great conversation piece. Since the projection was an inanimate object it could only initiate a response from the prospect with no rebuttal from projection machine. One way they could of fixed that issue is by turning it into an engaging two-way conversation via Twitter with a specific #, such as #JamesonNYC. Not only would this of created buzz around the brand psychically, but digitally.