Jim Beam joins Snapchat party with 10-second vertical video ads
Bourbon brand Jim Beam breaks new ground for whiskey marketers by engaging with millennials on Snapchat via 10-second vertical video ads that are being served to viewers of Stories for live events.
The alcohol brand is hoping to reach consumers who fit into Jim Beam?s demographic where they spend a substantial amount of time. Jim Beam will be sharing advertisements within appropriate Snapchat live stories, to those above the age of 21 and also roll out mobile three-dimensional sound experiment to events, promoting its products.
"Jim Beam continues to make history, not only with its rich, 220-year heritage of bourbon production, but also in being a leader by its marketing executions," said Brittney Duncan, U.S. media manager at Beam Suntory. "Jim Beam is the first whiskey brand to advertise on Snapchat, which is innovative for the whiskey category as a whole.
"The partnership with Snapchat, executed in conjunction with Jim Beam?s media agency partner Starcom, allows Jim Beam to reach millions of millennials as Snapchat's 21-and-over audience represents 82 percent of its total user base, according to comScore and Nielsen data," she said.
Millennial relevance
The photo sharing social media application is becoming a new haven for brands looking to connect with younger demographics. While marketers originally had to straddle the line between intrusive and effective ad content within the app, as advertising has only been seen more recently on the platform, it has become common for users to view ads within Snap Stories.
The advertisements within Snap Stories are becoming more integrated within the experience and can generate a personal connection to consumers. As the content becomes more cohesive within Snapchat content, it is viewed as more seamless experience for consumers and in turn creates a lasting impression.
Targeting consumers who are more likely to be interested in Jim Beam is more substantial to the brand, and allows for its advertising to be more effective. The brand is hoping to promote its new Apple Whiskey product.
At future in promotional events, Jim Beam hopes to further entice consumers with an audio walk through, which showcases how to make a Jim Beam Apple and Soda cocktail.
Snapchat significance
Express? also used its public Snapchat account to foster two-way communication between the brand and its loyal fans, which could bring other millennial-friendly retailers to the fray, especially once they discover the potential for receiving customer feedback on new styles (see more).
Spanish language network Univision also leveraged the personalization of Snapchat?s live stories in a new partnership to increase awareness for major events and promote a positive brand sentiment by letting fans take over the experience (see more).
"The goal of the partnership is to announce the launch of Jim Beam Apple, the fourth flavored whiskey launched by the world?s No. 1 bourbon," Ms. Duncan said. "It is an approachable, smooth whiskey experience that?s perfect for those who already enjoy whiskey or bourbon, or for those who are looking for a new flavor occasion.
"From a brand marketing objective standpoint, Snapchat is currently the fastest growing platform for the Jim Beam Apple target, legal drinking age millennials," she said. "This partnership allows Jim Beam to connect with millennial consumers where they?re consuming information.
"Jim Beam is able to strategically drive contextual relevancy for this new flavored whiskey by inserting the brand into specific fall Snapchat Live Stories that connect with lighter refreshment occasions. When Snapchat users watch select Live Stories, those 21-and-over will see vertical video ads, viewable for 10 seconds, featuring the brand's Signature Serve cocktail, Jim Beam Apple and Soda."
Final take
Brielle Jaekel is editorial assistant at Mobile Marketer
Brielle Jaekel is editorial assistant at Mobile Marketer