Jameson whiskey means dark market and media-ban. We have famous Jameson event “Sips & Chips” with poker tournament for Jameson Select Reserve premium whiskey. But consumer truth is that national-wide Russian Jameson lovers hardly can get to our desired poker event with strict face-control. So the strategy was to bring them digital experience about poker and give a chance to get a ticket to the “secret” event.
We announce daily games. It looks like ALL-IN on pre-flop (you know). You need to be signed up on our brand site TakeItIrish. One click and you have your two hand-cards. Share it on Facebook and wait for a daily deal of 5 board cards. So we can compare all shared pairs and define a daily winner. Campaign ecosystem also contained cool teaser videos and CRM link with event. Registration on our brand hub = Passbook QR-ticket to event.