The campaign targets music fans and the press, with Limone Media responsible for creating and distributing launch invites to the media, as well as a viral component aimed at music fans, a teaser website and a more extensive ongoing site.
Viral emails are going out to those on a database of music fans that is owned by event promoters SJM and DF Concerts. It drives them to teaser microsite www.jimbeammusic.co.uk. This acts as a data-capture and information site, featuring details of the bands and venues.
Once launched, the main site will be updated with interviews and downloads from the tour, plus reviews, pictures and live footage.
"We have developed a campaign that uses multi-layers and different messages," said David Hamilton, Limone Media business development director.
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