RUSSIA

First Facebook Poker Tournament by Jameson

Pernod Ricard Rouss

Outstanding digital campaign for premium whiskey Jameson Select Reserve and “secret” event with real poker tournament

Pernod Ricard Rouss

The results

3,500,000+ reach in media ban condition and 1700 players

The challenge

To involve upscale audience interested in poker and give them opportunity to get to the party as incentive

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.

The idea

First Facebook Poker Tournament “The Underdog Challenge”

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.