Best Beverage Social Media Campaign

For years, James Ready has been writing things under their beer caps. People love and collect these. In 2011, we gave people a whole new reason to collect: Now they could win something! J.R. placed numbers, letters and punctuation under caps. Drinkers were encouraged to collect the caps and visit J.R.’s Facebook page every Tuesday and Thursday at 5PM to watch a video that revealed a semi-awesome prize and a word. Then the race was on. The first drinker to post a picture back on Facebook of that word spelled in caps won the semi-awesome prize. Packaging, product purchase and the online world were combined like never before to create the James Ready Spelling Bee Lottery.

Contributors:

Chief Creative Officer:	Judy John
Creative Director:	Judy John/Lisa Greenberg
Group Creative Director:	Anthony Chelvanathan/Steve Persico
Copywriter/Illustrator/Director:	Steve Persico
Art Director/Illustrator/Director:	Anthony Chelvanathan
Print Producer:	Gladys Bachand/Kim Burchiel
Editor:	David Nakata
Group Account Director:	David Buckspan
Account Director:	Natasha Dagenais
Account Executive:	Rebecca Simon

LEO BURNETT, TORONTO

Location: Canada