Following the success of its Month of Comedy campaign earlier this year, RAPT Creative has successfully launched and implemented another digital activation campaign for its client, Jameson, as part of the brand’s efforts to ensure it stays top of mind with consumers.
The agency, which played an instrumental role in helping clients who historically relied on on-the-ground brand activations to shift gear and utilise different tactics during COVID-19 lockdowns and trade restrictions, created #TasteInMusic to continue engaging with the audience it had built for Jameson earlier in the year.
Using influencers to demonstrate the mechanics of the #TasteInMusic promotion, Jameson challenged music enthusiasts to create a cocktail epitomising their favourite piece of music and post themselves doing so to their social media channels while tagging @Jameson and using the #TasteInMusic hashtag. Participants stood to win exclusive and bespoke Jameson Cocktail Kits, each valued at R5000.
According to RAPT Creative’s Head of Public Relations & Influencer Partnerships, Khangelani Dziba, Jameson Comedy Month connected Jameson with its consumers in an authentic way using humour as the thread. In #TasteofMusic, he said, they were able to do the same by highlighting the chemistry between Jameson, music and aficionados.
“#TasteInMusic is a platform that is about good music. Paired with a great Jameson cocktail, it gives consumers an opportunity to share their love of music and find more ways to enjoy Jameson whiskey,” said Dziba.