Jameson is the First Alcohol Brand to Use the Age-Gated Tool Nationally
Rebecca Byers — March 18, 2016 — Lifestyle
References: adweek
Jameson has become the first alcohol brand to roll-out interactive Snapchat geofilters across the United States. Part of the Pernod Ricard-owned brand's 2016 St Patrick's Day campaign, the geofilters allowed consumers to create essentially user-generated advertisements that could be shared with their personal networks.
The national Snapchat campaign is a first based on the fact that it was only accessible to users that had added their birth date in order to confirm they were over the age of 21. The playful filters featured St Patty's greetings and other graphics.
Considering that St Patrick's Day is widely considered the Super Bowl of Irish heritage alcohol brands, it's not surprising that Jameson would go full out with an interactive Snapchat campaign. While Jameson is the first to use Snapchat's age-gated ad system on a national level, Jim Beam and Bud Light experimented with the paid tool in 2015 with regional campaigns.
The national Snapchat campaign is a first based on the fact that it was only accessible to users that had added their birth date in order to confirm they were over the age of 21. The playful filters featured St Patty's greetings and other graphics.
Considering that St Patrick's Day is widely considered the Super Bowl of Irish heritage alcohol brands, it's not surprising that Jameson would go full out with an interactive Snapchat campaign. While Jameson is the first to use Snapchat's age-gated ad system on a national level, Jim Beam and Bud Light experimented with the paid tool in 2015 with regional campaigns.
Trend Themes
1. Interactive Snapchat Campaigns - Brands can use interactive Snapchat geofilters to engage consumers and create user-generated advertisements.
2. Age-gated Advertising - By utilizing age-gating technology, alcohol brands can ensure that their Snapchat campaigns reach only users of legal drinking age.
3. Regional Snapchat Campaigns - Brands can experiment with Snapchat geofilters on a regional level to target specific markets and gauge consumer response.
Industry Implications
1. Alcohol - Alcohol brands can leverage interactive Snapchat campaigns to reach and engage with their target audience.
2. Social Media Marketing - With the popularity of Snapchat, brands can incorporate interactive geofilters into their social media marketing strategies to increase brand awareness and engagement.
3. Advertising and Public Relations - By utilizing Snapchat's interactive geofilters, brands can showcase their creativity and connect with consumers in an innovative and engaging way.
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