Jim Beam has rolled out a mobile campaign aimed at getting users to learn more about its products by visiting the company?s YouTube page.

Jim Beam is running the mobile ads to build buzz around a new flavor of its Red Stag bourbon. The mobile ads are running inside the Spotify iPhone application.

?Jim Beam has a tradition of groundbreaking music programs with our Live Music Series, which offers fans a wide array of live artist performances throughout the year as well as giving fans a wider selection of exclusive content,? said Rob Mason, U.S. director of bourbons for at Beam Inc., Clermont, KY.

?We found that the Red Stag by Jim Beam consumer engages heavily in the music space, therefore we wanted to connect with our consumers in a space that they are already playing in while continuing to build on the bold legacy Jim Beam has established in music ? therefore, Spotify was a great fit for us,? he said.

Beam Global Sprints & Wine includes the Jim Beam Bourbon, Sauza Tequila, Canadian Club Whiskey and Courvoisier Cognac brands, among others.

Viral videos
The Jim Beam ads are running as 15-second audio ads. The ads feature a picture of three different Jim Beam bourbon products.

The bottom of the ad encourages users to tap to see the latest commercial from Jim Beam.

When tapped on, users leave the Spotify app and are directed to Jim Beam?s YouTube page where they can watch the latest video from the brand.

From there, consumers can also view additional Jim Beam videos, add the video to playlists or share it through email and Twitter.

Using mobile advertising to drive traffic to a brand?s YouTube page for a product launch is a smart move for Jim Beam.

Additionally, the commercial is 30 seconds long, making it well-suited for mobile with shorter content.

Consumers have a healthy appetite for mobile video, especially when it comes to advertising, according to recent data.

For instance, a recent study from Rhythm NewMedia found that in-stream videos, which play either before a piece of content or as a commercial break, have an 89 percent completion rate.

Additionally, the findings point to social media as a strong engagement driver. For instance, when users have the option to tap through to a social media network, there is a 1.48 percent engagement rate (see story).

Drink on mobile
Jim Beam has been ramping up its mobile strategy over the past few months.

Earlier this summer the brand rolled out a SMS campaign for its Live Music Series this summer. Through a partnership with nonprofit Operation Homefront, consumers can donate to the cause as well as enter to win prizes from the brand with text messaging (see story).

Beam also recently began working with iCrossing to get its mobile search game in gear for each of its brands (see story).

?Over the past few years, mobile has become increasingly important to our brands. We are cognizant of the fact that more and more users are turning to their mobile phones for information, which in turn means that we must evolve our marketing strategies to reach them,? Mr. Mason said.

?The creation of WAP sites for some of our brands in the past year has made our information more searchable and accessible,? he said. ?Mobile is and will continue to be a part of almost all of our brands? marketing strategies, to varying degrees.?

Final Take
Lauren Johnson is associate reporter on Mobile Marketer, New York