From Ministry of CRM

How brands turn a pickle festival into a customer relationship.

Absolut Tabasco Australian launch photograph · published by Campaign Brief

Participation Absolut Tabasco turns Sydney Harbour heat into a reason to taste The mechanic

CRM SPOTLIGHT curates the best in CRM and data—from standout activations to experiences that bring people closer to brands. We explore the ideas behind them, how they work, and what they could inspire next.

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Latest cases

Discovery

Absolut Tabasco turns Sydney Harbour heat into a reason to taste

A volcano attracts attention at the Overseas Passenger Terminal. A nearby bar takeover gives the new vodka a place to be tried. The useful relationship lesson sits in the handover between those two moments.

AustraliaRead the case

Wild Turkey Sydney activation photograph · published by The Moodie Davitt Report

Relevance

Wild Turkey: a cocktail match that can leave the airport

An airport tasting bar adds a short cocktail quiz and a recommendation travellers can save. The CRM interest lies in making a brief product encounter useful again at home.

Sydney Airport T1 International

Find Your Inner Sleuth campaign artwork · Acorn TV / AMC

Participation

Acorn TV gives mystery fans a sleuth identity

A detective quiz made Acorn TV’s month of mysteries participatory. Public campaign materials explain the invitation; Braze’s conference case supplies the personalisation story and attributed engagement claims.

United States

Every campaign, broken down to its mechanic.

25cases and their mechanics
05themes, one customer lens
13honourable mentions
10+countries, from Ireland to Japan

The Radar

The latest 30 stories on one screen

Each point is a recent story, placed by theme and by when it was reported. The closer to the centre, the more recent. Hollow points are vendor case studies and guidance without a campaign date. Pick a theme to focus. On mobile, tap to preview, then tap again to read. The totals cover the full library.

Five themes, one customer lens

Participation

8 cases

Participation

Acorn TV gives mystery fans a sleuth identity

United States

Discovery

5 cases

Discovery

Absolut Tabasco turns Sydney Harbour heat into a reason to taste

Australia

Continuity

6 cases

Original September tasting kit product photograph

Continuity

Thy Whisky: online tasting set 2026

The kit came with a shared occasion and an alternative way to take part later.

Denmark, online for an international audience

Recognition

2 cases

Image published with the Club Premium invitation

Recognition

Club Premium: discover Maison Martell

An existing shareholder relationship opened a route into the brand’s history and hospitality.

France, Cognac

Relevance

4 cases

Relevance

Wild Turkey: a cocktail match that can leave the airport

An airport tasting bar adds a short cocktail quiz and a recommendation travellers can save. The CRM interest lies in making a brief product encounter useful again at home.

Sydney Airport T1 International

What the best cases share

The next action belongs inside the experience.

Participation
A clear invitation makes participation easy to understand.
Continuity
A useful continuation gives the original interest somewhere to go.
Relevance
A known preference gives the next response a reason to change.

Honourable mentions

Seen a campaign we should cover?

Send us campaigns with a clear customer mechanic. Your own work is welcome too. We read every submission and credit you if we cover it.

A public sourceA press release, article or campaign page we can link to.
The market and datesWhere and when it ran, even if roughly.
What the customer doesThe invitation, the reward, the reason to come back.

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Continuity

Jim Beam: Hit the Beam

One entry could retain relevance as the football season unfolded.

United States · Announced 9 Sep 2026 · Football-season programmeIssue 1 · September 2026

The case

Jim Beam’s Hit the Beam linked US football with recurring prizes triggered by a football striking the goalpost.

Fans aged 21 or over entered online; weekly drawings offered up to five televisions, depending on qualifying occurrences.

Without qualifying occurrences, eligible entries rolled forward; non-winning entries remained eligible for later drawings throughout the programme.

Connected TV, digital and social supported the campaign; team bottles featured the Seahawks, Cowboys and Chiefs.

The mechanic

One entry can remain in play across the season

Enter onceAge 21+
Goalpost hit?Weekly game events
HitPrize drawing for up to five televisions
No hit, or not a winnerEntries carry forward to subsequent weeks

The rules create continuing eligibility without asking for a fresh entry each week.

The observation

A recurring audience moment supplies the campaign rhythm, while entry rollover reduces repeat participation effort.

Evidence and context

Prize outcomes and ongoing communications are not reported.Brand press release; no results or CRM follow-up sequence verified.

Sources

Jim Beam: Hit the Beam announcementEntry, recurring trigger, rollover and campaign channels.

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