James Ready begins Mutual Fun(d) promotion
Moosehead Breweries of Toronto has begun a promotion for its James Ready beer brand that involves the purported launch of a mutual fund called the “James Ready Mutual Fun(d).” During the promotion, the brand’s $20,000 advertising budget will be used to invest in the stock market. Consumers can visit <http://www.jrmutualfun.ca> to vote on the stocks the company should buy. When the participants vote to sell these stocks, registered users will receive a cheque for a share of the funds.
The initiative is being promoted with an advertising campaign comprising digital, out-of-home and social media advertising, as well as public relations. In addition, the brand will fly an aerial banner in support of the promotion over various beaches in Ontario during the August long weekend. The campaign was developed by King Ursa with PR from Craft Public Relations.
“We were planning to buy some eye-catching billboards to celebrate the new look of James Ready beer,” said Cory Owens, senior brand manager at Moosehead Breweries. “But then we asked ourselves, is there a better way to spend $20,000? So we made money moves, and instead of your classic ad campaign, we matched the unexpected value of James Ready by finding a way to make money for our loyal beer lovers.”