Beam Global Spirits & Wine has unveiled a "user-generated social media contest" for its Jim Beam Bourbon brand in the US.

The company said yesterday (22 January) that 'The Remake' will challenge consumers to create their own commercial remake of the Jim Beam 'The Girlfriend', 'The Tragedy' or 'The Party' commercials.

Consumers have the option to use a 'Director's Toolbox' of fonts, sound clips and logos to create their videos. Personal promotion buttons and embeddable content will allow both contest viewers and participants to start their own viral campaigns for their favourite video through social media sites, Beam Global said.

The five top-scoring video remakes will be deemed finalists and included in a public voting event on the site from 8 April to 8 May. The top prize is US$25,000 and a trip for four to Las Vegas. Four runners-up will receive a Sony HD digital video camera.

The online contest opened yesterday, and will run until 21 March.

'The Girlfriend' TV commercial began airing in the US on six sports television networks, including TNT and ESPN, during the NBA games on 19 January and will run until 15 February.