Jack Daniel's wanted activity to capitalise on long summer days, bringing Jack Daniel's into consumers drinking repertoire earlier in the day, and encouraging them to try new ways to drink Jack Daniel's.
Jack Daniel's ‘Summer Breakout’ campaign stretched across digital, social, on-premise and OOH nationwide. Along with strong in-store presence, consumers were driven towards Facebook to customise a Harley and enter to win. POS tied together the link between summer and Jack Daniel's, communicating independence.
Entry results for ‘Summer Breakout’ hit the highest entry rate of any Jack Daniel's promotion on record. With 80k+ increase in "Likes" for Jack Daniel's Facebook page.