Jefferson's Bourbon Campaign
We created the “Small Batch Match Game” for Jefferson’s Bourbon. Since the Bourbon is named after Thomas Jefferson, we decided to create a program around the $2 bill, featuring Jefferson’s likeness. The concept was that since the $2 bill is rare (but not impossible to find), once you have it, you want to keep it.
The daily instant sweepstakes game allowed consumers to win $2 bills in various amounts (e.g., $10, $20 or $50) every day. Consumers would answer Jefferson trivia questions, and if their answers matched two puzzle pieces, they would win. In addition to the $2 bills, other Jefferson’s Bourbon premium items were also given as prizes. Entry was limited to once daily, unless you went to Facebook and “liked or shared” the Jefferson’s page for a second chance to enter.
Sweepstakes entry was made possible via a dedicated microsite that could be accessed through any desktop, tablet or mobile device. Social media played a very large part in spreading the news.
We purchased $2 bills, and the serial numbers were used to determine a sweepstakes winner. As a synergistic program, additional marketing components were used to round out the campaign such as: on-premise, off-premise and public relations.
This program has been successfully running for three years.