THE CAMPAIGN: YOUR NIGHT YOUR MOVE
Concurrent Jack Daniels ‘in-bar’ parties were activated across Ireland over a 1 month period generating earned reach of 750k. The focus was the JD beverage and the new Honey Jack barbeque sauce, being offered in pubs all over the country. Team Jack was seeking a way to connect the taste experience to a wider audience.
A competition in the parties encouraged people who love the taste of Jack Daniels to tweet about the night to #JDYOURNIGHT. Thumbstoppers social content units captured this advocacy and pushed it into mobile and desktop formats across Ireland not only promoting the taste of the product but driving engagement with content from the night itself. From the bar to your mobile, the ‘Taste of Jack’ is amplified to wider customer audience.