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Drinks · Case study

Jameson Distillery On Tour, Cape Town 2022.

A connected guest experience at Jameson Distillery On Tour (J.Dot) in Cape Town: venue Wi-Fi, big screens and a mobile journey guests could join and share.

  • Brand Experiences & Activations
  • Free event Wi-Fi
  • Insight for instant reward
  • Big screens
Guests at the tour
2,148
Joined the journey
1,176
Of all guests
55%
Insights shared
3,154
The Jameson Distillery On Tour rooftop in Cape Town: green lounge chairs with Widen the Circle cushions, the tasting bar, and guests raising a glass at the Jameson container wall.

QR code that opens this Jameson case study on hellobrand.co.za.

The tour's mobile menu with a Widen the Circle Win banner above Taste, Mix, Food and Music tiles.

Delivered by Hello Brand, powered by Social Wiiv.

Not for persons under the age of 18. Enjoy responsibly.

The brief

The tour brought Jameson to Cape Town as a live experience. The brand wanted guests to do more than attend: to take part, and to tell the brand something useful about themselves while they were there.

Jameson set out to recreate the experience of its 2021 Distillery On Tour, bring the brand's story to life in an engaging way, and drive its new campaign message, Widen the Circle. In 2022, it came to Cape Town.

Client
Pernod Ricard (Jameson)
When
December 2022
Where
The CTICC rooftop, Cape Town
Campaign
Widen the Circle
Guests
2,148
Platform
Hello Brand OS

The idea

Green Jameson coasters printed with Widen the Circle, handed out across a wooden table.

Widen the circle.

Make the venue itself the way in. Guests joined the event Wi-Fi, landed on a branded mobile journey, and could take part in the experience and share their views in a few taps.

  • Engage digitally with every attendee
  • Delight and surprise
  • Reward guests for engaging
  • Create talkability and excitement
  • Gather first-party data in the experience
  • Get useful data from a big enough sample

A distillery on a Cape Town rooftop

Jameson built the tour on the CTICC rooftop: 360-degree views, Cape Town sunsets, and green lighting that could be seen from the highway. Hello Brand connected all of it, so every guest could join in from their own phone.

The Jameson Distillery On Tour arch at the rooftop entrance, against a blue sky.
The way in, under the tour arch.
The rooftop seen over a planter of fresh tarragon: green umbrellas, picnic tables and the Cape Town skyline.
The rooftop, with the city all around.
The lit Jameson letters on the rooftop arch, seen from below against a grey sky with city buildings behind.
The lit arch, seen from the rooftop.
A DJ in a denim jacket mixing on decks under a lit Jameson Distillery On Tour sign.
The DJ under the Distillery On Tour sign.
Three guests laughing at a table on the lawn, with a bottle of Jameson and mixers in an ice bucket.
Guests at the tables on the lawn.

The day, on film

Guests connect to the Wi-Fi, sign up and step into the Jameson Distillery On Tour on a Cape Town rooftop. 73 seconds, with sound.

What guests could do

A tasting station with glass flasks of whiskey on wooden blocks labelled malting, distilling and maturation.
The tasting experience. More than 2,000 people took the tasting, and guests queued for a place.
Guests in the tasting room raise their glasses of Jameson in a toast along the bar.
The tasting room. The Jameson story, glass by glass.
A smiling bartender in a green Jameson apron pours a cocktail into glasses of ice at the Jameson Bar.
The Jameson Bar. Cocktails, mixers and bottles for the table.
Friends laughing together on lounge chairs under the marquee, with drinks on the low table.
The marquee. Lounges, food, DJs and live acts.

Around the tasting and the bar, guests found a food truck, a pop-up shop for Jameson merchandise, the Jameson Studio run as a barber shop with Sorbet Man (cuts and beard trims, on the house), giant Jenga, and a line-up of Cape Town DJs and live acts. Branded water on the tables and a hydration station were as part of drinking responsibly.

On the big screens, and in every hand

A temporary connected venue: bonded LTE Wi-Fi through two access points, two large screens carrying live content, and the mobile journey running on Hello Brand OS so every interaction was recorded against consent.

The J.Dot case film: guests sign up on their phones on the rooftop, then the tasting room, the bar, the DJs, the big screen, scratchcard winners and the totals of 1,176 guest data sets and 3,154 insights.
The tour in a minute: sign-up, the touchpoints, the rewards and what it returned.
The tour's two large screens at night under the marquee, one playing video and one showing animated graphics, with the caption: with daily big screen content uploads.
The two large screens at night, with new content every day, and the DJ booth on the rooftop.

The same set-up carried the rest of the day: content uploaded daily to the big screens, a DStv football connection for key games, and content created by the activation team for influencers and guests.

On the screens and on the phones, explainers for each touchpoint of the tour, from the tasting to the bar and food menus and the DJ set lists, guided guests around the tour.

A green Jameson container bar on the rooftop lawn, seen through purple flowers, with city buildings behind.

Every touchpoint, on the guest's phone

  • Phone Wi-Fi settings with the JDoT network listed under My Networks.
    Free guest Wi-FiThe JDoT network, open to every guest.
  • Welcome to the Jameson Experience sign-in screen with phone number, email, name, date of birth and gender fields.
    Sign-inA short form, then a check by WhatsApp.
  • The tour menu: a Widen the Circle Win banner above Taste, Mix, Food and Music tiles.
    The tour directoryWin, Taste, Mix, Food and Music.
  • A Jameson digital scratchcard on a guest's phone, with a QR code and a Congratulations message.
    The scratchcardA QR code to collect the prize.

The guest's journey, step by step

From the Wi-Fi list to a prize in the hand: seven steps in the phone's browser, with no app to download.

Seven steps

  1. Join the event Wi-FiGuests on the rooftop open their Wi-Fi list and pick the free JDoT network. Phone Wi-Fi settings with Wi-Fi switched on and the JDoT network listed under My Networks.
  2. Sign in to connect“Welcome to the Jameson Experience” asks for a phone number, email, name, date of birth and gender, with the terms and privacy policy accepted. Jameson Distillery On Tour sign-in screen, "Welcome to the Jameson Experience", asking for phone number, email, name, date of birth and gender, with a connect button and a terms and privacy tick box.
  3. Confirm on WhatsAppA WhatsApp message confirms the details, so every guest data set is verified before the journey opens.
  4. Open the tour menuGuests land on the tour menu: Win, Taste, Mix, Food and Music, with an explainer for every touchpoint from the tasting to the DJ set lists. Jameson Distillery On Tour menu screen with a Widen the Circle Win banner above Taste, Mix, Food and Music tiles.
  5. Share your viewsOne tap per answer: what excites them most, their favourite part, what “Make the Circle Bigger” means, and whether they will come back.
  6. Scratch to winInsight for instant reward: every answer earns a digital scratchcard, and prizes drop every 30 minutes. A guest's phone showing a Jameson digital scratchcard: scratchcard ID S178, a QR code and a Congratulations message.
  7. Show the QR, collect the prizeWinners show the scratchcard's QR code and walk away with Jameson merchandise, La Parada vouchers or Sorbet Man vouchers.
Phone Wi-Fi settings with Wi-Fi switched on and the JDoT network listed under My Networks.
Step 1 of 7

Insight for instant reward

Answering earned a scratch. A digital scratchcard came back on the phone with a QR code, and prizes dropped every 30 minutes, so there was always a reason to answer one more question.

Guests on the lawn at the tour hold their phones; one shows a Jameson digital scratchcard with a QR code and a congratulations message.
  1. Scratch to win Jameson merchandise

    Collected at the tour with the scratchcard's QR code.

  2. Scratch to win La Parada vouchers

    Vouchers from La Parada.

  3. Scratch to win Sorbet Man vouchers

    From Sorbet Man, the tour's grooming partner.

Before the tour: win your way in

From 1 November 2022, a run-up competition, shown here on its app tiles: buy any Jameson, answer a question, rub the tile, and stand a chance to win a Jameson Tour experience.

  • Tile: a bottle of Jameson and a whiskey on the rocks. Jameson Distillery On Tour: buy any Jameson and stand a chance to win. Jameson Tour experience, stand a chance to win.
    1. Buy any JamesonThe Tour experience is the prize.
  • Tile: Answer below to enter the competition, with a bottle of Jameson and the Widen the Circle badge.
    2. Answer belowA question to enter.
  • Tile: Jameson Distillery On Tour, rub tile to reveal.
    3. Rub to revealA tile to scratch on screen.
  • Tile: under the Jameson Distillery On Tour arch, Congratulations, you have been entered into the grand prize draw.
    4. In the drawEntered for the grand prize.

Jameson at Tiger's Milk

Separately, in August 2022, Jameson ran a Tiger's Milk in-store offer on the venue screens: buy a double Jameson and get an instant prize.

A Jameson squeeze back during live rugby on a venue screen: buy a double Jameson and get an instant prize.
Jameson on the Tiger's Milk venue screens, August 2022.

Every mechanic, in detail

Seven parts, one system: each gave guests something on the night and gave Jameson something it could use afterwards.

Free event Wi-Fi1,176

Bonded LTE Wi-Fi through two access points covered the rooftop. Guests picked the JDoT network from their phone's Wi-Fi list.

1,176 unique guests used the mobile journey: 55% of the 2,148 who came.

Phone Wi-Fi settings with the JDoT network listed under My Networks.
Sign-up and verification

Connecting meant a short sign-in: phone number, email address, name, date of birth and gender, with the terms and privacy policy accepted. A WhatsApp message then verified the guest, so every guest data set was verified.

Welcome to the Jameson Experience sign-in screen with a Connect button.
The tour directory

After sign-in, guests landed on the event directory: Win, Taste, Mix, Food and Music. It explained each touchpoint of the tour, from the education and tasting experiences to the bar and food menus and the DJ set lists.

The tour menu with Win, Taste, Mix, Food and Music tiles.
Questions and insights3,154

Short questions about the tour and the brand, one tap per answer. 846 of the 1,176 users shared insights, 3,154 in all. Four questions, and how many answered each:

  1. What has been your favourite part of the tour? (1,214 answers)
  2. What does Jameson's “Make the Circle Bigger” mean to you? (878)
  3. What excites you most about being at the tour? (622)
  4. Would you come back to the tour next time? (435)
Instant rewardsEvery 30 min

Insight for instant reward: answering earned a digital scratchcard, and prizes were up for grabs every 30 minutes. Winners showed the scratchcard's QR code to collect Jameson merchandise, La Parada vouchers or Sorbet Man vouchers.

The big screens2 screens

Two large screens carried live content, with new content uploaded every day of the tour, and a DStv football connection showed the key games.

Content for influencers and guests

The activation team created content on site for the influencers at the tour and for guests to share.

A phone held up among fairy lights, taking a photo of a guest at the Jameson Widen the Circle photo wall.

The results

1,176 guest data sets. 3,154 insights.

More than half of everyone at the tour signed in, and most of them went on to tell Jameson something about themselves, all captured with consent, in the experience itself.

What it returned

  • 2,148

    Guests attended the tour

  • 1,176

    Unique guests used the mobile journey

  • 846

    Of those users shared insights

  • 3,154

    Insights shared by guests

Attendees who used the mobile journey

55%

1,176 of 2,148 attendees.

The connected venue

  • 2

    Wi-Fi access points on bonded LTE

  • Daily

    New content on the big screens

Jameson Distillery On Tour, Cape Town, December 2022. Jameson's own debrief puts the crowd at more than 2,148 people across sold and complimentary tickets.

Who took part

A highly digitally engaged crowd of early adopters, with an average age of 32. What they came for was the Jameson story itself: learning about the whiskey and the tasting topped their answers.

The crowd was highly digitally engaged: early adopters. Guests aged 31 to 40 were the largest group, followed by 26 to 30 and 18 to 25, then 41 to 50 and over 50.

  • 32

    Average guest age

Guest demographic

Figures are rounded.

What guests told us

Would guests come back to the tour next time? (435 respondents) The great majority answered “definitely”, with a small number answering “probably” and very few “probably not”.

What excites guests most about the tour

622 respondents

Favourite part of the tour

1,214 respondents

What Jameson’s “Make the Circle Bigger” means to guests

878 respondents

What's next

Most guests said they would definitely come back, and fans online asked for the tour in Johannesburg and other cities. Jameson planned the next stop for Johannesburg in May 2023, and its own debrief asked for more of what the connected venue makes possible.

  • Digitise more of the tour, from food ordering to booking the studio's appointments
  • Find new ways to sell more tickets
  • Carry the venue's iconic look through every Distillery On Tour activation
Asked “Would you come back to the Jameson Distillery Tour next time?”, almost all of the 435 guests who answered chose Definitely.
— Guest answers on the night, Cape Town, December 2022

Widen the circle, one phone at a time.

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