The challenge was to find a gift that would be suitable for a prize for the Jim Beam summer consumer game card promotion, Fully Decked, for a target market of 18-25 year olds. It needed to be a prize that was enticing enough to encourage people to purchase more of the product, in order to have a better chance of winning. The major prize pool included 5 Jim Beam-branded boats , with promotional products from Sweet Memories making up the supplementary prizes of Jim Beam-branded thongs.
In the on-premises promotion at venues, the thongs hit the mark perfectly, as they fit the summer theme and left Jim Beam-branded footprints in the sand when worn. The hugely successful competition took place in bars and clubs around the country, throughout the summer of 2003 and 5000 pairs of thongs were given away nationally.
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