PROMO SPOTLIGHT: JIM BEAM ORCHESTRATES MUSIC EVENTS FOR PROMO IN 10 CITIES

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Marketer: Jim Beam Brands for Jim Beam Kentucky bourbon

Effort: Jim Beam's Back Room

Agency: Davidson Marketing, Chicago, and GMR Marketing, Brookfield, Wis.

Twist: Building on a young adult-oriented ad campaign by Fallon McElligott, Minneapolis, Jim Beam is planning to temporarily take over bars in 10 cities catering to that demo. The promo has two components: "Back Room Sessions" in which the distiller sponsors concerts by prominent local bands in clubs, and "Back Room Nights" in which the distiller offers food-and-game specials in smaller bars. The whiskey promotion will be spread over a nine-month period.

Vital Statistics: "Back Room Sessions" will be supported by ads on local radio and in en- tertainment newspapers, and will include merchandise and concert ticket giveaways. T-shirts, CDs and caps will be doled out at the "Back Room Nights."

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