Through Facebook posts we lured fans to our app, where they could sell us one of their statuses for the chance to win a pack of Devil’s Cut bourbon and cola. Once they sold their status, we posted an embarrassing message to their wall at any time over the next few days, then left them to explain it to their friends. And boy did it get people talking...

People found the statuses very funny and this prompted much discussion of the statuses and the new Devil's Cut product - genuine social media discussion and a win for the brand.

Despite only being promoted through Facebook posts, our app had thousands of entries across New Zealand. 55% of people who interacted with our app sold one of their Facebook statuses to us. A small but loyal group of fans even sold their status a second time.

Our statuses got fans talking about the new Devil's Cut cans before they were released, and when they finally hit the shelves, Jim Beam Devil’s Cut sold far beyond what was expected, achieving an impressive 148% of their targeted sales in just two months.