Nov. 10-16, 2007
JIM
BEAM® BOURBON UTILIZES NEW TECHNOLOGY TO CONNECT FANS
WITH VERSATILE DRIVER ROBBY GORDON
Beam, Robby Gordon Motorsports
to provide behind the scenes look at Robby’s Challenging
Schedule
Deerfield, Ill. – Nov. 9, 2007 –
Jim Beam®, the Official Spirit of Racing™, announces
the launch of the Jim Beam Baja 1000 Tracker, an initiative
that incorporates technology never before used in racing to
enable driver Robby Gordon to communicate directly to fans.
With the introduction of the Jim Beam Baja
1000 Tracker, Jim Beam is taking its partnership with accomplished
stock car and off-road racecar driver and team owner Gordon
to a new level, supporting his efforts as he competes in three
races in two countries in eight days.
The Tracker, a page integrated into the Robby
Gordon Motorsports (RGM) Website, www.teamgordon.com,
utilizes Twitter micro-blogging technology – representing
the first-ever application of the technology in a program
targeted to race fans. Additional elements include a GPS tracking
map of the course that enables fans to follow Gordon’s
progress, and a viewing area for You Tube uploaded video shot
by the RGM team in Phoenix, Baja and Miami. Fans are encouraged
to submit video updates to the site via You Tube.
“Robby Gordon is a racer’s racer,
and fans connect with his drive, passion and determination
to do what he loves – drive racecars and compete for
victory in a variety of motorsports formats,” said Brian
Gallagher, Manager of Motorsports Marketing, Jim Beam. “Through
this effort, Jim Beam is enabling fans who share Robby’s
passion for racing to get closer than ever to the sport they
love by tracking on www.teamgordon.com
or even with text message updates directly from Twitter.”
The initiative begins with an opportunity
for fans to follow the Nov. 11 NASCAR NEXTEL Cup Series race
in Phoenix. Then they can track in real time Gordon’s
progress as he travels internationally from coast to coast,
competing in the Nov. 13-14 Baja 1000 off-road race before
returning to race the NASCAR season finale Nov. 18 in Homestead,
Fla.
“With the introduction of the Beam Baja 1000 Tracker,
we hope to change the way fans get information about racing
and their favorite drivers,” said Gallagher. “We
believe once fans start to spread the word, they’ll
want similar content throughout the year so they can stay
connected with the drivers they follow and get information
tailored to their preferences.”
Gordon, long a holdout against specializing
in just one form of racing, is proud to be a part of Jim Beam’s
efforts to introduce new technology for fans to follow his
exploits.
“We’re looking forward to working
with Jim Beam to share our experiences with fans through these
unique tools,” said Gordon. “While racing fans,
especially in the U.S., are very familiar with NASCAR, most
know less about off-road events such as the Baja 1000. By
staying in touch from Mexico, we will connect with off-road
enthusiasts already passionate about Baja and expose new fans
to this great racing action.”
About Robby Gordon / Robby Gordon Motorsports:
Robby Gordon is one of the most versatile competitors in motorsports,
driving a full-time schedule in the NASCAR NEXTEL Cup Series
and Busch Series, competing in Championship Off Road Racing
(CORR) events such as the Baja 1000 as well as other racing
events around the world. Gordon’s driving experience
prior to running full time in NASCAR also includes a stint
in the Indy Racing League (IRL). Gordon was the last driver
to attempt “double duty,” driving in the Indianapolis
500 and the 600 mile NASCAR race in Charlotte on the same
day in 2004. In 2005 Gordon became the first American to win
a stage at the prestigious and grueling Dakar Rally. In 2007,
Gordon was the only single car team driver/owner operating
full time in the NEXTEL Cup Series.
About Twitter:
Twitter is a service for friends, family, and co-workers to
communicate and stay connected through the exchange of quick,
frequent answers to one simple question: "What are you
doing?" Answers are routed in real-time and can be sent
or received by mobile text message, instant message, or the
web. There are even Mac, PC, and Browser extensions built
on Twitter's open platform and available to all as free downloads.
Twitter's tracking capability allows users to track any mobile
update by keyword or concept, giving users insight into other
Twitter users with similar interests.
About Beam Global Spirits & Wine:
Inspiring conversations around the world, Beam Global Spirits
& Wine, Inc., is building brands people want to talk about.
Consumers from all corners of the globe call for our brands,
including Jim Beam® Bourbon, 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, Starbucks™
Liqueurs and Clos du Bois® Wines. Beam Global Spirits
& Wine is part of Fortune Brands, Inc. (NYSE:FO), a leading
consumer brands company with annual sales exceeding $8 billion.
For more information on Beam Global Spirits & Wine, its
brands, and its commitment to social responsibility, please
visit www.beamglobal.com and www.drinksmart.com.
© 2007 Beam Global Spirits & Wine, Inc., Deerfield,
IL
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