Jameson has become the first alcohol brand to roll-out interactive Snapchat geofilters across the United States. Part of the Pernod Ricard-owned brand's 2016 St Patrick's Day campaign, the geofilters allowed consumers to create essentially user-generated advertisements that could be shared with their personal networks.
The national Snapchat campaign is a first based on the fact that it was only accessible to users that had added their birth date in order to confirm they were over the age of 21. The playful filters featured St Patty's greetings and other graphics.
Considering that St Patrick's Day is widely considered the Super Bowl of Irish heritage alcohol brands, it's not surprising that Jameson would go full out with an interactive Snapchat campaign. While Jameson is the first to use Snapchat's age-gated ad system on a national level, Jim Beam and Bud Light experimented with the paid tool in 2015 with regional campaigns.