Solution:
Consumers were encouraged to text the word IRISH or JAMESON to the Jameson short code to receive hourly toasts on St. Patrick’s Day. Consumers were then asked to reply with their birthday to ensure they were of legal drinking age. Those who took the second step were entered to win a custom Jameson t-shirt.
Results:
Jameson had a 71 percent opt-in ratio for this campaign and sent out 9,108 text toasts. In addition, 125 people asked for a special message to forward to their friends inviting them to also join the Jameson club.
Jameson’s on-site opt-ins increased 12 percent over last year’s program.