At Electric Castle 2025, Jameson created space for real connections to happen naturally, bringing an Irish way of togetherness to the heart of the festival. Because when friendships feel authentic, it can only be one thing: Must Be a Jameson.
Under this concept, the brand created moments meant to be fully enjoyed with friends, shaped by music, signature cocktails, and the joy of simply being yourself.
The experience was amplified through a communication mix combining influencer marketing, media relations, and creator collaborations. At the heart of it all, two creative workshops developed together with Graure invited festival-goers to personalize their accessories as expressions of identity, reflecting the Irish belief that there’s no such thing as “too different,” only genuinely you.
The results:
12 influencers involved, generating 137.1K story views and 103K reach
116.9K impressions, 17.4K TikTok views and 2,860 total engagements
20 media appearances, with 108.4K reach