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.

Over the two day events we interacted with hundreds of current and new JR drinkers. After getting a free haircut or portrait many went next door and bought a case of JR. But more than that we helped spread the brand to people who never heard of us and now love us because we spoke to them on a level no beer company has ever done before.