Jim Beam creates music app to engage consumers

Jim Beam has entered the app market with the alcohol brand aiming to engage with its consumers via the app and its product.

The Jim Beam Bourbon Beats app, created by creative agency The Works, allows user to mix their own music by scanning various musical instruments on Jim Beam cans.

The Works creative partner Damian Pincus said: “The ongoing challenge for Beam is driving frequency of purchase in bottle shops and as the market leader it is vital to be driving innovation in the category. The idea has two parts that drive innovation and consumer engagement, initially around the design of the cans and then the interaction with the app.”

Pincus said the intention with the app is to continue to use the platform “to engage consumers while they are consuming the product”.