Iconic Irish brands Jameson Irish Whiskey and Guinness are taking nontraditional approaches to their St. Patrick’s Day promotional efforts this year.
Jameson is focusing heavily on music while pushing Irish content on its website and Facebook page. From its St. Patrick’s Day tab on Facebook, which has more than 176,000 likes, the distiller has a "Truth or Folklore" game that presents fans with stories about Irish history and asks them to guess whether they are true. Regardless of whether participants answer correctly, they can enter to win a trip to the Jameson Distillery in Dublin.
Its website features a "Drink Jockey Competition" in which 21 radio DJs from various cities were given three minutes to mix a drink with Jameson. Drink recipes appear on the site along with the station responsible for them and were voted on by fans.
Jameson will also host an Internet radio stream, dubbed "Jameson FM," on its site and Facebook page today. Jameson FM will be followed by the "Jameson Global Party,” featuring acts like London electronic group Groove Armada starting at 8:00 pm. Jameson will stream from Dublin, Sofia, Bulgaria and Johannesburg, and will offer backstage interviews, live online chat, “and the St. Patrick’s Day party atmosphere in Dublin,” Jameson says.
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