Jim Beam begins Spotify promotion
Beam Suntory Canada has begun a promotion for its Jim Beam whiskey brand in collaboration with streaming music service Spotify. The campaign, called "Make History," encourages consumers to vote online for one of 13 emerging Canadian musical acts. The eligible musicians will be determined by Spotify based on their week-by-week increases in streams and shared links. The co-branded campaign will run for 13 weeks at <http://ca.spotifyemerge.com>. Spotify users can listen to the music of the competitors, read biographies and interviews, and engage in social media activities. This is the first time this initiative has been conducted in Canada.
"With Jim Beam, we want to make history in Canada," said Rob Tucker, senior brand manager at Beam Suntory Canada. "We know that the Jim Beam target consumer has a strong affinity to music, and we want to connect with them via an exciting platform that's just being released in Canada. With Spotify's Emerge platform, Jim Beam can present music lovers with access to discover the new, emerging Canadian music talent and bring the Jim Beam 'Make History' campaign to life."
The collaboration was arranged by Starcom Mediavest Group, which is also conducting media buying. The creative was developed by Sebastian Consultancy. Social media support is being provided by Matchstick.