Jack Daniel’s Tennessee Whiskey is bigging up its heritage in pop culture with the launch of an online hub, which also showcases the versatility of the Bacardi Brown-Forman-owned brand.
The site has been developed in partnership with media technology company Oath. A new campaign devised by media agency Spark Foundry will run until October to further amplify Jack Daniel’s ‘Find Your Taste of Tennessee’ campaign, highlighting the brand’s roots in the culture of Tennessee through drink, music and food.
Those using the microsite will be able to download recipes by Olly Bird at Zelman Meats and watch exclusive videos of him creating them. There will also be a geo-targeted interactive map which will highlight thousands of bars and pubs that will be running offers and promotions – including smaller prizes such as Jack Daniel’s T-shirts and trucker caps, and the chance to visit the Jack Daniel Distillery in Lynchburg, Tennessee.
Additionally, consumers will be able to download playlists on Spotify that are tailored to the occasions of the Jack Daniel’s core seven serves, including the slow sippin’ Lynchburg Lemonade, refreshing Apple Jack and what it describes as “America’s classic cocktail” – Jack & Cola.
The content campaign will run in HuffPost UK as well as across its mobile in-app and video distribution platforms and Xbox LIVE homepages.
Jack Daniel’s UK marketing manager Ffion Fitzgerald said: “Launching a microsite has given us the opportunity to speak to a wider audience about our heritage in drink, food and music which are a big part of the culture in Tennessee and something Mr Jack himself was proud of. Through engaging and interactive content, we hope to educate consumers on the versatility and accessibility of Jack Daniel’s Tennessee Whiskey, whilst reminding the UK of its authentic place in pop culture.”
Oath UK managing director Nigel Clarkson added: “Jack Daniel’s has a distinctive identity and a rich history, so ensuring that their great story and brand remain at the heart of all content is important. Our team worked closely with the agency and brand teams to ensure this campaign really comes to life for Jack Daniel’s audiences.”
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