Jameson Sends St. Pat’s Wishes via Hourly Mobile Messages
Jameson Irish Whiskey culminates a month of St. Patrick’s-themed promotions today with an offer to send the perfect Irish toast to registrants’ mobile phones—at the rate of one an hour all day.
Since yesterday and through today’s holiday, consumers in participating bars and pubs will see posters, table tents and coasters informing them that testing the word “Jameson” to short code 80782 will sign them up to receive Irish toasts approximately every hour, for a total of 22 toasts. The mobile on-premise promotion will be live until midnight on St. Patrick’s Day.
The in-bar promotion has a retail counterpart. Starting on Feb. 17, retail customers have been exposed to store signs, case cards and pennants instructing them to text “Irish” to the same short code to get back daily toasts in the month leading up to St. Patrick’s Day. Retail customers will also be able to sign up for toasts until midnight on March 17.
By texting Jameson’s, both in-bar and in-store patrons will also be entered into Jameson’s “Full-On Irish” sweepstakes and eligible to win one of five grand prize trips for two to Dublin, including a tour of the Old Jameson distillery. Both the sweepstakes and the mobile promotions are restricted to consumers 21 or older.
“This program allows Jameson to be an integral part of the St. Patrick’s Day celebration,” said Wayne Hartunian, brand director for Jameson at parent company Pernod Ricard USA, in a statement. “Everyone wants the perfect toast on St. Patrick’s Day, and mobile is the ideal medium to quickly distribute these words of wisdom to our customers who have opted in.”
The Jameson mobile promotion was created by Norwalk CT-based agency Marketing Drive and is being run over the HipCricket mobile platform.
