JAMESON

Jameson
St. Patrick's Eve

2024's Leap Year stole our chance to have a Saturday St. Patrick's Day, so we created the fictional holiday 'St. Patrick's Eve' and took over Times Square for Jameson lovers to celebrate the same way they would celebrate for New Years Eve - complete with a Ball Drop at the stroke of midnight in Ireland to ring in the official holiday.

Plaza Footprint

Located in the Good Morning America Plaza, our footprint entrance was a 20-foot sequin archway with a Jameson bottle silhouette tunnel lined with neon for an impactful entrance. Guests could register, or check-in if they'd preregistered, at desks positioned on either side of the entryway and then walk through the tunnel to their first photo opportunity.

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Photo Moments

Merch Station

The "J Shop" gave attendees two options for outfitting themselves with Jameson gear: They could grab free swag from the Midnight Merch side or purchase more premium items from the Distillery Drip side. Either way we wanted to ensure they would be repping Jameson head-to-toe when the ball dropped.

We had an emcee as well as a DJ to keep the energy of the crowd up and remind attendees of all the footprint had to offer.

Exit Moment

Per city ordinance, we were not allowed to serve alcohol in Times Square, so to encourage attendees to continue the celebration, we created a "Celebration Locator". As they left, attendees could grab a free cup that would give them discounted drinks at participating bars which would be found on the maps flanking the exit.

Watch Party

In conjunction with the Plaza activation we hosted a Watch Party at the venue Beast & Butterfly with a view of the Times Square ball, special appearance by Michael Che & Colin Jost, and DJ set by Anderson .Paak.