A COMPLETE THROUGH THE LINE opportunity
2016 marked 150 years of making Jack Daniel's at their Lynchburg distillery. To celebrate, we had the opportunity of involving the loyal and passionate NZ Facebook fans in a global event. Jack Daniel's his 150 Barrels all over the world, and we got 4 of them.
Along with being able to locally activate part of a big global campaign, we also wanted to bring the brand to life in store and generate sales.
Jack Daniel's is all about craft, so we partnered with 5 really cool NZ craftspeople to help make us some unique memorabilia, which could be won through purchase of JD.
The result was another year of stellar brand growth.
SOCIAL MEDIA & BRAND ACTIVATION
We kicked off with the barrel hunt. Each week we hid one in a different part of new zealand and posted clues on facebook.
The response was incredible and people from all over New Zealand got involved through social media.
This translated into the real world as people took days off work and raced around the country to be the first to find a barrel.
ATL & IN STORE SALES PROMOTION
As always, we wanted to make sure that activity was pushed right through the line and stimulates sales. We developed the idea of following 5 craftspeople who created bespoke merchandise, which could be won through purchase. We created all the content, advertising and POS, plus managed all the social media.