JIM BEAM has launched a fully-integrated effort called The Stuff Inside that features TheStuffInside.com (a dedicated website), national print and out-of-home advertising, POS items, in-market events, social media tools, and tagging national print advertisements with 2D codes. Through this new campaign, Jim Beam will highlight individuals and organizations that share its own values and have “The Stuff Inside”, – those who act with character, do the right thing, help others who are less fortunate or persevere through a struggle. One such organization is Operation Homefront. With over 45OO volunteers, it provides food, baby care, car repairs, financial assistance and computers to military families. Jim Beam supports the efforts of Operation Homefront and salutes US troops and their families with a $175,OOO donation and is also inviting consumers to “Post a Toast” to service men and women in the Operation Homefront section of TheStuffInside.com. Toasts that best capture the spirit of “The Stuff Inside” may be considered for inclusion in future Jim Beam advertising.
For the remainder of the year, consumer print ads will run nationally in espn, rolling stone, maxim, blender, xlr8r and garage as well as spirits trade publications. The campaign will also be featured in out-of-home media buys. In addition, Jim Beam will integrate 2D tagging into the consumer experience. By using the scanning program on a mobile phone, consumers will be able to snap an image of the bar code located in the top corner of the print ad and be taken to a mobile version of TheStuffInside.com. All on- and off-premise promotional materials will drive consumers to the website. Jim Beam will also host in-market events throughout the country named Beam Town, where guests will experience “The Stuff Inside” movement first hand.