Jim Beam + Experiential
Jim Beam needed to reach Millennial and Gen-X women in the New York market with the launch of its new apple-flavored bourbon. This audience wasn’t drinking whiskey, so we needed to connect in a culturally-relevant way.
Immersive theater experiences were peaking in popularity in New York and represented an opportunity to attract not only nightlife media but also those in the arts and culture space, which our target audience closely followed.
Create a one night only Jim Beam Apple immersive theater experience for local influencers, trade and media to serve as a debut platform for the brand on Broadway, NYC.