We bought one billboard in each of the two towns. The boards were in the parking lots of beer stores. The objective was to show these people that JAMES READY was there to help them save money for beer during a tough time. We offered people free haircuts and free portraits to accomplish this. The events were held right under the billboards on the promoted days.

We received thousands and thousands of caps from our drinkers and continue to do so. The fans love to talk about the recall of Facebook and discuss the items they got back. The blank caps may have caused a doubt about if JAMES READY cared or would listen to drinker concerns but the recall proved that the brand really does appreciate their drinkers.