Jack Daniel's Summer

Jack Daniel’s is an iconic brand that celebrates the ‘Spirit of Independence’, Integrity and Authenticity. Jack’s Summer Platform is about the independence, escaping your daily routine and enjoying the freedom of summer. This outdoor campaign was part of an integrated summer campaign. Jack Daniel’s Summer Promotion integrated campaign was executed nationally both Off and On Premise and was underpinned by a consumer promotion to a customised Harley’. The promotion was supported by strong in-store POS and Microsite which directed consumers to a Facebook page where they could customise a Harley and Enter to Win. On Premise, across 260 key venues Promotional staff invited consumers to show their independence through chalkboards messages and have their photos taken, which were then uploaded to Facebook. The success of the summer campaign resulted in achieving the highest entry rate of any Jack Daniel’s promotion on record, plus an 80k+ increase in ‘Likes’ on Jack Daniel’s Australia Facebook.

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