Bourbon brand Jim Beam is taking a shot at mobile in a multichannel marketing effort.

The campaign's message promotes integrity and character, asking consumers to photograph a bar code located in the top corner of the Bourbon maker's print ad. Consumers receive a text back with a link to a mobile version of TheStuffInside.com Web site where they can engage in conversation about true character and learn more about the individuals who embody it.

"The Stuff Inside is an entirely new approach to marketing the 213-year-old brand, completely deviating from the bottle-on-a-barrel concept," said Rory Finlay, senior vice president and global chief marketing officer of Beam Global Spirits & Wine Inc., Deerfield, IL. "Instead of talking at consumers about what a great brand Jim Beam is, we are now showing them.

"The Stuff Inside champions individuals and organizations that embody the core vales of Jim Beam: character, integrity and values," he said.

Beginning in July and throughout 2008, consumer print ads will run nationally in ESPN The Magazine, Rolling Stone, Maxim, Blender, XLR8R and Garage as well as trade publications such as MarketWatch, Cheers, Stateways and Beverage Dynamics.

Only legal purchase age consumers will be able to use their camera phone to snap an image of the bar code. Beam asks site visitors to verify their age.

All promotional materials will drive consumers to The Stuff Inside Web site at http://www.thestuffinside.com.

Besides the dedicated site, tagging national print ads with 2D codes and national print ads, Beam will also do out-of-home advertising, point-of-sale items, in-market events and social media tools.

The campaign highlights individuals and organizations that share its own values, thereby acting with character, doing the right thing because it's the right thing to do, help others who are less fortunate or persevere through a struggle.

Energy BBDO handled creative design for The Stuff Inside print ads and point-of-sale collateral. Zezza Network was responsible for the Web site and social media development. Starcom Worldwide bought the print, online and out-of-home media.

The Jim Beam Kentucky Straight Bourbon Whiskey is the flagship brand of Beam Global Spirits & Wine, itself a unit of the $8 billion Fortune Brands.

Beam brands also include Sauza Tequila, Canadian Club Whisky, Courvoisier Cognac, Maker's Mark Bourbon, Laphroaig Scotch Whisky, Larios Gin, Whisky DYC, Teacher's Scotch Whisky, DeKuyper Cordials and Liqueurs, Knob Creek Bourbon and Starbucks Liqueurs.

"We will champion those who are dedicated to their craft and committed to quality and character -- just like Jim Beam -- and will embrace an entirely new way of thinking by recognizing; supporting and celebrating the true character of select individuals and organizations in non-traditional ways," Mr. Finlay said.