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Kid Rock & Jim Beam Add Experiential to Partnership
By: Dwayne W. Waite Jr.
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Kid Rock has been the spokesperson for Jim Beam's Red Stag brand for some time. Now, the pair are taking their relationship to another level. 

This year has seen an impressive increase in alcohol advertising. From vodka and brandy to whisky, the brands have not spared an expense in getting in front of the millennial consumer. One can speculate why alcohol advertising is skyrocketing, but for the sake of this article, we'd like to focus on what the brands, with Jim Beam in particular, are doing to garner influence.

Jim Beam is sticking with music.

If you have done any demographic research on the millennial generation, one of the key takeaways is that this group of adults associates experience with brands more than any other generation. If a brand can be a part of, or provide a specific experience, you are going to catch their attention.

Jim Beam and Kid Rock are offering that experience: get a chance to tour with Kid Rock and Jim Beam and be his personal bartender (trained by Jim Beam's Master Mixologist). 

Oh, and in a couple of months, the winner also gets a $10,000 salary package.

That's certainly not a bad summer job.

Activities like this work. Remember when Charlie "Bloodline of Adonis" Sheen was looking for his newest Tiger Blood Intern? Twitter went wild. Sheen's popularity reached as high as he probably was during the interview. Celebrities still have the power to influence, and consumers crave unique experiences. Beam must have done its research and saw the similarities between its audience and Kid Rock's fan base, or else this kind of campaign would not work very well.

It will be interesting to dig and see how other alcohol brands are catering to their specific markets. Hopefully they make it as fun as this opportunity seems to be.

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About the Author
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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