Branded content for alcohol companies is very regulated and limited. We needed a way to play within these rules but deliver an experience people have never seen before. That was the challenge.

Because the budget was small we needed to target current drinkers through J.R. packaging and J.R.'s Facebook page. Using our current drinkers to reach out to new drinkers. J.R.'s own media spaces allowed us to do things on a tight budget but also use those media spaces in an unexpected way. These media spaces included packaging and Facebook.

The James Ready swap continues daily, but in the first three weeks of the program the brand was able to reach almost 6 million people. Saw a +352% jump in page shares and a +402% jump in content likes. And, most importantly, we were able to grow our Facebook fans by +37%.