Posted: Jul 2, 2011
Jameson's Cult Film Club lands AEO win
The Best Consumer Live Event category at the Association of Event Organisers’ awards has been won by Jameson’s Cult Film Club an experiential event series created for the brand by agency Miss Jones and Co.
The category was open to all types of event and a small shortlist of finalists included a strong challenger in the shape of Top Gear Live from Brand Events. The win was a victory for the brand tailored immersive approach.
The Jameson’s Cult Film Club is an ongoing campaign that has so far enjoyed two seasons of success. The events are a natural progression for the brand that has established a strong connection with film enthusiasts through sponsorship of its Short Film Award and various festivals since the 1990’s and its allegiance with the Empire Film Awards.
The Club is an online and offline chance to view and discuss cult classics with likeminded individuals with atmospheric screenings at creatively appropriate locations – always presented with the Jameson’s bar, and often including further live entertainment. Online the Club has a dedicated web space for continued conversations and also event promotion.
AEO judges were deeply impressed with the success of the experiential connection.
One especially compelling venue for the Club has been Union Chapel Islington where a Halloween screening of Pyscho – promoted by the Guardian - caused lively debate and reassessment of the film amongst fans.
Reviewer, The Film Pilgrim wrote: “Not able to conceive a better location for watching one of my all time favourite films, I was concerned about the locations underwhelming entrance. Scaffolded, with just a small neon ‘Motel’ sign, I wasn’t entirely sure I was in the right place. But as I entered, greeted by retro clad usherettes distributing free drink vouchers and Anthony Perkins look-a-like, all concerns dispersed and I was grinning like a child. Spooky green and red-lit spires, an orchestra playing the film’s score and flowing free cocktails set the mood perfectly and the buzz in the air assured me I was amongst fellow Psycho appreciators. After the difficult task of finding a seat (pew) in a church at full capacity, the lights dim and by candlelight we are treated to a re-enactment of the famous shower scene. The crowds roar of applause led to me to wish for more of these touches...”
At yesterday’s AEO awards event one attendee told Fieldmarekting.com “I think this win is good for the AEO. It shows that our organisation is looking beyond its traditional base of exhibitions and embracing live brand marketing.”