Jameson Uses iPad Apps to Enhance "Truth or Folklore" Promotion

NEW YORK, NY (October 5, 2010) – Apple has sold more than 3 million iPad tablets since the new technology was introduced in April 2010. Among those lining up to procure the iPad are brand and event marketers who are employing the iPad to enhance their event program and collect data to use to develop future marketing efforts.

Jameson, the number one selling Irish Whiskey and the fastest growing premium spirits brand in the U.S. is firmly onboard when it comes to employing new technology and contemporary marketing techniques to reach its consumers in unique and engaging ways. Beginning in September, Jameson is offering on-premise accounts (where legal) fun and memorable sampling events that invite their patrons to enjoy Jameson Irish Whiskey while engaging in Jameson’s entertaining ‘Truth or Folklore’ game played on Apple iPads. During the game, Jameson sampling ambassadors approach consumers (21 and older) and challenge them to determine whether a statement displayed on the iPad is ‘truth’ or ‘folklore’ before time runs out. Participants play three rounds and have the opportunity to receive a special Jameson branded prize. In addition to the iPad units, branded light-up trays, banners, posters and table tents along with branded premium items and prizes will be on hand to generate excitement and maximize participation.

“Jameson is by far the category leader,” said Wayne Hartunian, VP of Marketing for Whiskey, Pernod Ricard USA. “It stands to reason that Jameson would be the leader in utilizing the most advanced and impactful tools, such as the Apple iPad, to engage our consumers in meaningful ways and ultimately continue to build our on-premise presence and sales. Our new ‘Truth or Folklore’ promotion provides the perfect backdrop to employ iPad’s interactive capabilities to attract consumers and drive traffic to on-premise establishments that support our efforts.”

Legacy Marketing Partners is partnering with Jameson to manage event activation. Geoff Duncan, Senior Account Supervisor, Legacy MP added, “Jameson events are always well-attended and fun events. Adding the iPad to the mix will not only increase consumer interaction with the brand and generate incremental brand ‘buzz’ but will also help us gather useful insights to build and improve upon future promotions.”

Jameson Irish Whiskey and Pernod Ricard USA are registered trademarks of Pernod Ricard and its subsidiary companies, respectively. Apple and iPad are registered trademarks of Apple Inc., which does not make or license Jameson.

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