• by Karlene Lukovitz , October 14, 2010

Jim Beam Black Double Aged Bourbon is building on its "8 Years Changes Everything" advertising campaign – which spotlights the spirit's eight-year aging process -- with a bonfire-themed, Facebook-hosted online game and sweepstakes.

Beamfire.com, which goes live on Oct. 15, will offer legal-age consumers the opportunity to symbolically discard aspects of their lives that they've outgrown over the past eight years, by "throwing" photos or text descriptions of these into a virtual bonfire.

Each discarded memory earns one point, which translates into one entry in a sweepstakes. Each week during the sweeps' eight-week duration, drawings will determine the winners of up to 10 branded prize packs. At the contest's conclusion on Dec. 10, all eligible participants will be automatically entered into a drawing for three, $8,000 grand prizes.