How do you increase brand visibility among a highly targeted audience while encouraging meaningful interaction with your brand? That was the challenge the be•at marketing team set out to solve.

Maximising brand visibility

For Jameson, part of Pernod Ricard, be•at developed an integrated campaign targeting rock concert audiences at the AFAS Dome. The objective was to maximise brand visibility while introducing fans to the brand through a fun and engaging experience, both inside the venue and online.

Our approach

To maximise audience engagement, we combined on-site experiences with digital activation, creating multiple touchpoints throughout the customer journey.

A standout presence inside the venue

Jameson enjoyed a prominent position within the AFAS Dome with an eye-catching activation stand that immediately attracted the attention of concertgoers. The brand presence was further amplified through a targeted sticker and poster campaign placed at strategic locations throughout the venue.

From the venue to your smartphone

Alongside the on-site activation, be•at launched a digital campaign featuring an online scratch-and-win competition, giving fans the chance to win an exclusive pair of Jameson socks.

The activation was hosted across the be•at websites and the be•at App, supported by a highly targeted advertising campaign on Facebook and Instagram. By leveraging first-party data, we were able to efficiently reach and activate exactly the right audience.

The be•at content team also supported the campaign with additional social posts and stories across our own channels, further extending its reach.

The results

The integrated campaign successfully engaged its target audience. By combining a strong on-site presence, gamification and a targeted social media campaign, Jameson connected with rock fans at multiple touchpoints and encouraged meaningful brand interaction.

The campaign generated more than 830,000 impressions across Facebook and Instagram, reaching over 265,000 unique fans. The ads achieved a 0.65% click-through rate and a 0.65% engagement rate, significantly outperforming the benchmark of 0.40%.

Using first-party audiences, the campaign specifically targeted AFAS Dome visitors aged 25 to 45. Facebook Stories proved to be the strongest-performing placement, delivering an impressive 1.72% click-through rate. The best results were achieved during the first half of the campaign, underlining the importance of finding the right balance between audience reach and ad frequency.

Looking to activate your brand in front of millions of visitors?

By combining venue media, on-site activations, content and first-party data, we help brands create meaningful connections with highly engaged audiences.

Curious to discover how your brand can connect with millions of fans? We'd love to help. Get in touch to discuss a tailored approach.

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