Jameson once again cemented its cult status amongst South African consumers when it staged two enormously successful experiential events in Johannesburg and Cape Town this month.
The Jameson Cult Film Club, a unique sensory film experience enjoyed by fans all of the world was created four years ago by Jameson, a pioneer in the experiential event space.
This month, a select group of Jameson fans and competition winners were treated to an experience not too unlike that of Keanu Reeves’ iconic character Neo in the 1999 cult sci-fi classic, The Matrix. The first Jameson Cult Film Club Matrix event of 2017 took place at Joziburg Lane in Johannesburg earlier this month (November) and the Cape Town event followed a week later at Mutual Heights.
The guest list included A-listers such as Stilo Magolide, DJ Doowap and Kojo Baffoe.
Blogger, Jerri Mokgofe described his experience in colour: “I liked how they localised some aspects of the party using characters from the movie. Like the ‘secret agents’ in black suits, black glasses and earpiece serving some mean vosho moves while some sick Gqom beats vibrated from the sound system. That was epic!”
For Jameson South Africa Marketing Manager, Daryl Dixon the events were a clear success judging by the level of enjoyment fans experienced. “Our fans were blown away by what they experienced at the Matrix events. Bringing a cult movie to life at a party provides an event like no other.”
Explaining the brands link to the experiential event phenomenon, Dixon said: “The founder of Jameson whiskey, John Jameson was known for his fearlessness and for doing things differently. We’ve replicated this approach by transcending the traditional bounds of marketing and have realised that experiences are far more powerful than standard advertising. Millennials value experiences over things as they have access to everything and anything much easier now. As a brand, we are among the few entities that can still bring them experiences that they could not create for themselves.”
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