Jack Daniel’s uses musical heritage for customer buy-in
Brand plans digital campaign
Whiskey brand Jack Daniel’s is planning a digital marketing campaign to highlight its musical heritage and increase customer buy-in.
The company is currently looking for a UK digital marketing agency to co-ordinate the campaign.
Jack Daniel’s sponsors a range of music festivals and live events and its musical heritage dates back to a band formed by Jack Daniel in 1892. It has sponsored and hosted festivals and concerts worldwide for several years.
The brand’s ‘Studio 7’ website lists exclusive concerts that it stages in the US.
The company started it first social media marketing activity earlier this year, with a campaign in Europe and Asia-Pacific designed to increase loyalty among its drinkers, and target young adults.
As part of the campaign, it launched a Facebook app that allows fans to report on music events and upload videos and photos. The activity includes a competition, whereby the site’s most popular reporter will become an official Jack Daniel’s live music reporter.
Linking to music is a strategy used by a number of other alcohol brands such as Smirnoff whose Nightlife campaign links cities around the world, and Kopparberg which runs an initiative for unsigned rock bands.