The ‘John Jameson Productions’ project was launched at the world’s largest short film festival, Tropfest, in Sydney 2008. Following that, the script competition was advertised in specific film, arts and creative magazines, as well as on radio and online. Jameson also promoted the competition through sponsorship of a diverse collection of other short film festivals and their associated online communities. These festival events gave Jameson the chance to sample the mixed drink to a new, targeted and growing community. Entrants submitted a 200 word outline of their three-minute short film idea with an 'unexpected ending' to a dedicated JJP social networking website - www.johnjamesonproductions.com.au. These synopses were shortlisted by a panel of professional scriptwriters. The top six were then invited to a script development workshop in Sydney and, finally, a panel of film industry heavyweights chose the three winning scripts that went on to be made by ‘John Jameson Productions’.

Over 500 script outlines were received in the 2008 competition, this increased to over 850 this year. There are over 1,500 registered users on the project’s website. The www.johnjamesonproductions.com.au forums are constantly active with an engaged community. The project has attracted over $1m in publicity and it’s estimated that Jameson has sampled more than 150,000 new consumers at their various short film sponsorships. Jameson advocacy levels have increased by 110% among the target group and the project has underpinned a robust premium pricing strategy whilst also increasing volume share. All three 2008 winning films have gone onto become finalists at other short films festivals in Australia. The competition has attracted the support of various industry bodies including the Screen Producers Association of Australia, the National Screenwriters Conference and the Australian Writers Guild. Following this success, Jameson is now hoping to implement the ‘John Jameson Productions’ concept in several overseas markets.