Jameson / St. Patrick’s Eve

160over90 planned and executed a multi-level approach to spread St. Patrick’s Eve across the country centered around a live ball drop experience in Times Square to ring in the holiday.  160over90 helped Jameson take over a plaza in Times Square under the Ball Drop billboard to welcome consumers into the Jameson family and help celebrate the countdown to the ball drop at 8pm (midnight in Ireland). The free, public activation included a 20-foot-tall entrance, a stage for our DJ and Emcee, Jameson merchandise, multiple large-scale photo ops, and a station to collect your Jameson cup to bring to one of our six partner bar takeovers in the area to redeem a free Jameson cocktail. 160over90 also executed a friends and family watch party event at the M Social Hotel where media, influencers, and guests were greeted by Michael Che and Colin Jost. The event included a large-scale build with branded photo experiences, Jameson cocktails and RTDs, a DJ performance from Anderson Paak, and a direct view of the ball drop from the patio.