In their latest campaign, Jim Beam is tapping into Canadian Millennial’s and their love of music by offering them the chance to #MakeHistory via Spotify’s new Emerge campaign which launches for the first time in Canada today. As part of the offer, Spotify users have the opportunity to choose from 13 emerging Canadian artists and vote for their ultimate winner.
Emerge uses Spotify’s data insights to identify up-and-coming Canadian music talent based on their increases in streams and shares week on week. After that, it’s in the hands of Canadians through listens, likes, votes, and shares, to determine the winner of Emerge.
The Jim Beam and Spotify co-branded campaign will last 13 weeks on Spotify, users can listen to the artist’s music, read biographies and interviews, and share activity on social platforms (i.e. Facebook and Twitter) with the #MakeHistory hashtag. All interactions will take place through a standalone branded page and each individual interaction counts towards the artist’s overall score.
“With Jim Beam we want to make history in Canada,” say Rob Tucker, Senior Brand Manager, Beam Suntory Canada. “We know that the Jim Beam target consumer has a strong affinity to music, and we want to connect with them via an exciting platform that’s just being released in Canada. With Spotify’s Emerge platform, Jim Beam can present music lovers with access to discover the new, emerging Canadian music talent and bring the Jim Beam “Make History” campaign to life.”
To help raise awareness for the co-branded campaign, Jim Beam and Spotify will engage in a:
- Homepage takeover
- Audio 30 second spots
- Leaderboard, billboard and custom microsite
The 13 Canadian music artists vying for Emerge supremacy are: Franceso Yates (Toronto, ON); Scott Helman (Toronto, ON); Milk & Bone (Montreal, QC); Young Empires (Toronto, ON); Cold Creek County (Brighton, ON); Wes Mack (Calgary, AB); The Elwins (Kewsick, ON); Lyon (Toronto, ON); Brendan Philip (Toronto, ON); Calvin Love (Edmonton, AB); Shash’U (Monteral, QC); Zerbin (Edmonton, AB/Victoria BC).
Agencies Behind #MakeHistory Campaign:
- Sponsorship and Media Buying – Starcom Mediavest Group
- Public Relations – PRAXIS
- Creative – Sebastian Consultancy
- Social Media – Matchstick