To celebrate the return of footy in 2025, we hit the ground running with an epic Jim Beam in-store activation for one of their biggest retail partners – Liquorland & First Choice.

Focusing on the top-performing stores in footy-loving suburbs, we created an interactive experience that brought Jim Beam fans together and introduced new drinkers to the brand. With Jim Beam backing some of the biggest NRL and AFL teams across Australia, we put customers’ passing skills to the test with a digital game targeted to the relevant footy code in their area.

We also launched a national promotion, giving consumers the chance to win big or win weekly with epic Jim Beam prizes!

From concept development to digital game creation and prize fulfillment, Fuel handled it all.

Cheers to the footy season!