Jameson | Widen the Circle St. Patrick’s Day
St. Patrick, the big Irish celebration. In 2023, after a couple of missed opportunities due to COVID-19 came the time when we could finally go back to commemorating togetherness by being loud and having fun in person. In this iteration of marking St. Patrick, Jameson decided to focus not on what differentiates people, but on what is common among every subculture. This happened by harnessing the power of the “Widen the Circle” message embedded in Jameson’s strategy. We wanted to make Jameson’s circle wider. Just a week prior an extremely vibrant event we had to raise a loud toast and invite everyone. Yes, everyone, people from all walks of life and no matter their interests. We collaborated with 5 different Jameson people each of them with different niche and follower community type. They were tasked with simply inviting their followers into our Jameson circle.
We ensured that whoever might join us for the festivity would experience something that they enjoy. Music, coming by way of the most influential alternative music band in Bulgaria – Molets, the rock dinosaurs Ostava, DJ Skill and a surprising unplanned performance by Mila Robert jumped on stage and took to the mic. We had an art corner, street food vendors, a barber shop, arcade games corner, fussball and a whiskey bar.
The event was invitation only. Invites could be won by entering a raffle hosted by Jameson’s 5 unique influencers on a landing page. We promoted the event through the influencers and an OOH campaign.