We Launched a New Whiskey. Into Space.
Jameson is the world’s favorite Irish whiskey. Our mission: reignite their passionate fan base by launching a new product for April Fool’s Day.
We launched an actual bottle of Jameson whiskey into actual outer space. And actually treated it like a real new product launch, complete with a central video asset, supporting social media posts, a CRM email, and a new spot on the Jameson ecommerce site.
Teaser posts let our fans know something was up
We built anticipation around our “new” product by teasing Jameson fans…something was definitely up.
The new product’s launch video ran across owned and earned channels.
Safe to say, our fans were engaged
They had plenty of comments. And we were ready with just as many responses.
We sent custom Space-Aged swag to some of our favorite commenters.
Results
And the impact was out of this world
The Space Aged product shattered all worldly expectations, providing social liftoff that hadn’t been seen in ages.
All because we decided to reach for the stars.
9,000,000
Reached
15%
Engagement Rate
92,000
Site Visits
45,000
Email Signups