Jim Beam gives consumers control of building the brand's social media buzz

Client: Beam Global Spirits & Wine (Deerfield, IL)
PR team: Padilla Speer Beardsley (Minneapolis, MN), Qorvis Communications (Washington), and Zezza (New York)
Campaign: The Remake
Duration: January-May 2009
Budget: $300,000

Beam Global Spirits & Wine, best known as the maker of Jim Beam bourbon, has a distilling tradition older than 200 years. But for “The Remake,” it turned its attention to social media, giving consumers – primarily males from 22 to 29 years old – a say in recreating its ad ...