Jameson says it has created the first 3-D video ad for Facebook and Instagram, using a technique that makes it appear as if a bartender is sliding a whiskey shot your way.
The company is just one of a number of brands buying into the two apps' sponsored videos, and the format is giving marketers an opportunity to get creative.
For Saint Patrick's Day, Jameson is promoting its whiskey with eye-catching video of a shot glass skating across a bar into a waiting hand. It's also using a new location tool to deliver photos to Facebook users near New York bars. Jameson said it marks the first 3-D video in a Facebook or Instagram ad, and the first hyper-targeted Facebook campaign to reach consumers by a specific bar.
Facebook's ad team helped with the execution alongside Jameson's agency, 360i.
"The idea emerged from a Facebook Spark Session that brought together the brand with its lead media agency 360i and creative partner Phear Creative, as well as platform insiders, to brainstorm inventive ways to leverage the full power of the feed to target relevant creative at the national, local and hyper-local neighborhood level," a rep for 360i said in an e-mail. Spark Sessions are workshops Facebook hosts with its top brands to help them understand what performs best on its platforms.
Jameson's idea takes advantage of the fact that Facebook and Instagram videos play automatically, without users pressing a button. To hear the video, users have to tap it, and then it opens in a new window outside the social feed. Jameson called the 3-D effect a "Facebook first."
The location tools are only available on the Facebook portion of the campaign, and the creative revolved around still images of Jameson along with locally identifiable scenery depending on where the ad was served.