Beam Global Spirits & Wine Inc. is using mobile as part of a multichannel effort to promote its new cherry-infused bourbon called Red Stag by Jim Beam.

The mobile aspect of the campaign consists of a text-to-win sweepstakes called "Call of the Wild." Consumers are asked to text keyword RS and their email address to short code 73637. Consumers who opt in to the sweepstakes via text will receive an email invitation to join The Herd, a database of names for future marketing messages from Red Stag.

"Red Stag is not your father's bourbon," said Brian Gallagher, manager of sponsorship marketing for Beam Global, Deerfield, IL. "It provides a fresh, contemporary taste that appeals to both longtime Jim Beam fans and new consumers who may not have previously considered the bourbon category.

"We are aiming to extend and deepen the brand's relevance to males of legal purchase age with contemporary executions and calls-to-action," he said. "The mobile and interactive focus of this campaign -- entering the "Call of the Wild" sweepstakes through mobile text messages - is a way to talk to these consumers in their language and in their environments."

Red Stag by Jim Beam uses an artisanal infusion process to combine four-year-old Jim Bean Kentucky Straight Bourbon Whiskey with natural black cherry flavors.

The Call of the Wild sweepstakes will grant one winner and three friends an all-access weekend to see Kid Rock perform live in Las Vegas, among other prizes.

The sweepstakes runs from July 6 to Aug. 31.

Consumers can also enter the sweepstakes at http://www.jimbeam.com, as well as on Facebook through the Red Stag and Jim Beam fan pages.

"The sweepstakes is open to and unites all Jim Beam and Kid Rock fans of legal purchase age," Mr. Gallagher said. "A different breed of Bourbon and a different breed of rock star -- there's no better match."

Red Stag will also be the headline sponsor of Kid Rock's 2009 Rock ?N' Rebels Tour, which will hit 25 cities nationwide this summer.

Fifty cents from every ticket sold for the concert tour will be donated to Operation Homefront, a nonprofit that provides assistance to U.S. military veterans returning home to their families.

Through the support of Operation Homefront, Kid Rock and Red Stag will help fund emergency aid, moving assistance and care packages in local chapters throughout the country.

This isn't Beam's first foray into mobile.

Last summer the bourbon brand took a shot at mobile in a multichannel marketing effort aimed at promoting integrity and character.

It asked consumers to photograph a bar code located in the top corner of the Bourbon maker's print ad.

Consumers received a text back with a link to a mobile version of TheStuffInside.com Web site where they could engage in conversation about true character and learn more about the individuals who embody it (see story).

Also, Beam's Hornitos tequila used mobile to engage its technologically-savvy consumers and increase brand awareness.

Hornitos partnered with BuyYourFriendADrink.com to offer consumers the opportunity to buy Hornitos cocktails for friends via mobile phone or email (see story).

"The utilization of mobile tools in marketing strategies is a natural extension of Beam Global's vision of building brands people want to talk about," Mr. Gallagher said. "We pride ourselves in developing bold, innovative, creative and unique campaigns that engage our consumers in meaningful ways.

"With the evolution of mobile and social media, we're finding that people are talking less around the water coolers at the office and more through blogs and online outlets, such as Facebook and Twitter," he said.

"These types of marketing techniques allow us to move beyond merely talking about our brands, but actually showing consumers what our brands stand for and how our consumers connect with those brands."