To celebrate the 2010 World Cup in South Africa, Jameson Irish Whiskey organized an interactive promotion at O.R. Tambo International Airport in Johannesburg that kicked off on July 6, the day of the first semi-final of the championships. “Score a Smooth Finish with Jameson” delivered an exciting, engaging and memorable brand experience, bringing Jameson’s “Easygoing Irish” brand platform to life.

The promotion, located in the heart of the airport’s commercial zone, offered travelers the chance to win a deluxe bespoke grand prize as well as thousands of runner-up prizes. Travelers were invited to take three penalty kicks and could aim at a number of different targets in the goal area, each of varying size, difficulty and points value. The total points scored dictated the prize won. The grand prize was a one-of-a-kind deluxe Jameson-branded foosball table shipped anywhere in the world. The runner-up prize for anyone who scored over 150 points was a premium Jameson hipflask.

As part of the activity, a sampling bar adjacent to the promotional area showcased Jameson’s mixability, while whiskies from the Reserve Range were served neat or on the rocks. Consumers making a multi-purchase of Jameson or a single purchase from the Reserve Range were offered a gift with purchase of a premium branded laptop case.

“Jameson, the global number one Irish Whiskey, is renowned for its smooth finish and we will be inviting consumers to show us their smooth finish in a penalty kick challenge in celebration of the World Cup; a momentous tournament that attracts the attention of the entire world,” noted Neil Sharp, Brand Manager at Pernod Ricard Travel Retail Europe, just days before the promotion was run. “We are thrilled that the strength of our partnership with Johannesburg airport retailer Big Five has allowed us to marry together these two global icons to create a fun, memorable and engaging promotion for the traveling consumer.”