We created a story about experimental clubbing project called J-Factory which was virally promoted via a recruitment campaign.J-Factory announced a search for a team of young people to become 'professional clubbers' within J-Factory projects. Social networks and blogs were filled with comments and re-posts of the job titles and candidates interviews. Huge buzz about the vacancy drove the awareness of the J-Factory brand while the winning candidate became one of the heroes of the upcoming comedy series.We've created a brand-revealing 'sketchcom' webisodes about J-Factory promo team with charismatic cast featuring Mr. Jameson, a film director; Alisa, secretly in love with him; her geek ex-boyfriend, the clubber and a bunch of guest star local celebrities.The culmination of the campaign was the website launch - a clubbing community for future loyalty programme created around Jameson whiskey clubbing events.

The webisodes' popularity motivated MTV Russia to put them on air and promote the series as one of its shows which generated a lot more contacts and respect within TA.As a result we received huge online buzz and free PR in print. 500,000 series views online, thousands of comments and re-posts. Over 2 million unique contacts total through the campaign.J-Factory brand in a month became a popular clubbing initiative with a huge media coverage and audience appreciation building a successful platform for future HORECA initiatives.Total sales increased by 30%, 2 times ahead of average market growth.