Bourbon brand Jim Beam is targeting millennials with a host of mobile-optimized digital videos across social media platforms to help introduce its new Kentucky Fire flavored bourbon. 

The advertising campaign will include three new videos featuring shot rituals for fans of the liquor brand. Consumers will be able to share the videos via the #FiredUp hashtag on Twitter, Facebook and Youtube.

?Building off the incredible initial excitement and demand we?ve seen from consumers and retailers, we expect this campaign to help drive strong awareness and engagement for the product as we are leveraging the popular shot trend with a flavor (cinnamon) that is currently resonating across the food and beverage industries,? said Vanessa Jenkins, senior director for U.S. Bourbons at Beam Suntory, Deerfield, IL.

?Getting #FiredUp is synonymous with starting your night out with your friends the right way, and it?s all about ?Making History,? just as Jim Beam has done for more than 200 years.?

Audience-targeted videos
The mobile-optimized digital videos are specifically targeted towards Jim Beam?s primary fan base of millennials. The 15-second long videos are currently available to be watched on social media sites.

?With our series of online videos, we showcase the best way to enjoy Jim Beam Kentucky Fire ? as a shot ? in a tongue-in-cheek manner to appeal to Millennial guys,? Ms. Jenkins said. ?These different ?shot rituals? will showcase for our fans that there is truly no wrong way to get #FiredUp.?

?The Slow Burn? video focuses on a group of friends in a bar preparing their taste palates for what Jim Beam claims is an intense, sweet taste with a smooth cinnamon finish. The group then slowly brings the shot to their mouths in anticipation.

The ?Kentucky Standard? clip entices patrons to order a round of shots together and drink them.

Meanwhile, the last clip, ?The Kentucky Tycoon,? suggests ordering a round of Kentucky Fire for the entire bar to ?make it rain.?

The ads will be running through early November 2014. They can also be seen on various other Web sites, including ESPN, AOL and NBCUniversal.

Newest flavor
Kentucky Fire is the latest specialty flavor to come from Jim Beam. The launch of the cinnamon-flavored bourbon coincides with the popular cinnamon and caramel tastes that are often associated with the fall season.

?We?re very excited to launch our latest flavor nationally,? Ms. Jenkins said. ?We?ve also seen with Jim Beam Honey and Jim Beam Maple, we?re finding excitement among those who already drink bourbon and are looking for new ways to enjoy it, and also for those who?ve never tried whiskey before.?

Jim Beam has had fan-centric marketing campaigns in the past. In July, the brand allowed fans to submit a ?single statement? such as a tip for drinking bourbon or a line from a favorite toast.

Selected statements were then printed on actual bottle labels for its Jim Beam Single Barrel alcohol.

The brand hopes that its newest flavor will resonate well with fans and new consumers.

?Jim Beam Kentucky Fire is certainly approachable and delicious regardless of your whiskey palate,? Ms. Jenkins said.

Final Take
Alex Samuely is an editorial assistant on Mobile Marketer, New York