James Ready Print JAMES READY SPELLING BEE LOTTERY by Leo Burnett Toronto

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Industry Beers and Ciders
Media Print, Magazine & Newspaper
Market Canada
Agency Leo Burnett Toronto
Creative Director Lisa Greenberg
Producer Gladys Bachand, Kim Burchiel
Editor David Nakata
Released January 2011

Credits & Description

Category: Best use of Social Media Marketing in a Promotional Campaign
Advertiser: JAMES READY
Product/Service: JAMES READY
Chief Creative Officer/Creative Director: Judy John (Leo Burnett Toronto)
Creative Director: Lisa Greenberg (Leo Burnett Toronto)
Group Creative Director/Copywriter/Illustrator/Director: Steve Persico (Leo Burnett Toronto)
Group Creative Director/Art Director/Director/Illustrator: Anthony Chelvanathan (Leo Burnett Toronto)
Producer: Gladys Bachand/Kim Burchiel (Leo Burnett Toronto)
Editor: David Nakata (Leo Burnett Toronto)
Music: Tattoo Sound And Music/Topanga
Group Account Director: David Buckspan (Leo Burnett Toronto)
Account Director: Natasha Dagenais (Leo Burnett Toronto)
Account Executive: Rebecca Simon (Leo Burnett Toronto)
Media placement: Online - Facebook - 1/07/11

Describe the objective of the promotion.
Every year James Ready Beer prints a different collection of beer caps with something written under them. This year we were challenged to do the same but add a promo, activation and online component to the caps.

Describe how the promotion developed from concept to implementation.
This year J.R. printed letters and numbers under their caps. Drinkers were encouraged to save them. Then, twice a week from July to December, drinkers were told to visit J.R.’s Facebook page at 5PM. Posted at that time was a video that reveled a prize and a word. The first drinker to post a picture of that word spelled out of beer caps back on Facebook won the prize.

Explain why the method of promotion was most relevant to the product or service.
This promotion method of driving people from product to Facebook was key because it forced people to buy the product to participate but also to constantly re-visit JR’s Facebook page to play or follow along. The consumer involvement the promotion generated was key in keeping the brand top of mind and the promotion fresh for a long time.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The objective was to create added value for our drinkers, drive sales through cap collectivity and create more Facebook fans. The campaign was successful at doing all these things. Facebook friends and people talking about James Ready during the promotion were at an all time high.