Jack Daniel’s:
Creating a social campaign around a brand event

The Challenge

Engage 19-29yo male drinkers with the brand via music. Jack Daniel’s has been losing cultural relevance and we needed to
re-establish this connection.

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We had an opportunity to leverage Jack Daniel’s heritage with music to tap into our audience's passion points and spark conversation. They had planned a massive gig with Biffy Clyro at Birmingham’s Digbeth Area.

Our Approach

Biffy Clyro was great….but, as we have worked with Jack for years, we knew that it’s about the ‘grassroots community’ not just the big act. We researched this with our target audience, and found that our intuition was correct; they wanted us to do something for the wider music community.

Our Solution

‘Sounds of Summer’ was born a social nation-wide casting call to search for UK’s new big band.

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Fans voted for their favourites to see them battle it out at Jack Daniel’s partner bars around the UK for the ultimate prize to open for Biffy Clyro at Jack Presents.

To build excitement and get our audience joining in the #JackDanielsPresents conversation, we partnered with Twitter to create a 24-hour Promoted Trend to ensure if you weren’t live at the event in Birmingham you could still feel a part of the excitement. 

Whilst the Sounds of Summer campaign was running, we used Jack Daniel’s owned & paid channels to promote the event & sell out Jack Presents in just 6 minutes.