Jim Beam Apple is first to partner with Snapchat

Jim Beam has become the first whiskey brand to partner with social media app Snapchat in an effort to promote its latest Apple variant.

Jim Beam Apple is the first whiskey to partner with social media platform, Snapchat

The collaboration will feature branded Jim Beam video content aimed at consumers over the age of 21 through numerous Snapchat “live stories”.

Vertical video adverts, 10 seconds long, will feature the brand’s signature serve, Jim Beam Apple and soda with a slice of lemon.

“We are thrilled to be partnering with Snapchat who [provides us an excellent opportunity to create buzzworthy awareness to our fans on a relevant age-gated platform with significant reach,” said Andrea Javor, senior director media at Beam Suntory.

“We take pride in staying at the forefront of innovation, not only with our product offerings but also through our marketing efforts, and we consider Snapchat an excellent strategic partner to bring our crisp, refreshing new product to market.”

Snapchat is currently the “fastest growing platform” for millennials – Jim Beam Apple’s target audience – and provides the opportunity for the brand to connect through mobile marketing.

Furthermore, Jim Beam plans to create a three-dimensional sound programme for on-premise sampling and trial in key markets throughout the US.

The interactive experience will offer audio content, taking fans through the experience of making and enjoying Jim Beam Apple and soda, and is expected to reach almost 85,000 consumers through 650 sampling events in 13 US markets this autumn.