Slingshot
Agencies: Slingshot
(Dallas, TX)
DraftFCB (Chicago)
Arnold (Boston)
Dye, Van Mol & Lawrence (DVL)
Brand: Jack Daniel's Tennessee Whiskey
Executives Involved in The Campaign: Tony Balmer – VP Account Service
Charles Black – Account Supervisor
Danielle Rector – Account Executive
Peter Wood – Executive Creative Director
James Helms – Creative Director
Jimmy Flores – Senior Copywriter
Esther Kao – Art Director
Campaign Brief: The “Back Jack” Jack
Daniel’s Tennessee Whiskey campaign was initiated to create a digital
grassroots movement to honor Mr. Jack’s 160th birthday by making it a national
holiday. The campaign was developed to maximize user engagement and to provide
a digital hub for all supporters to come together and interact with the man
behind the whiskey. The objective was to leverage the brand’s history to
increase awareness and user consumption throughout the month of September.
Digital media, Facebook communications, SMS, and JAGTAG QR codes were
implemented throughout all campaign materials to provide users the tools to
show their support, the ability to recruit friends in the cause, facilitate
conversations, and the means to persuade those in charge to make Mr. Jack’s
birthday a national holiday.
Mobile & JAGTAG QR Codes
The JAGTAG QR codes were incorporated onto point-of-sale and on-premise
creative, banners, buttons, and cups. These pieces were featured at “Back Jack”
Rallies hosted by the brand throughout the country and returned users a video
to explain the campaign and why “Back Jack.” The SMS call to action – Text
“JDBDAY” to 52257 - allowed users to participate and show their support for the
campaign while on-the-go or on-premise. This call to action was implemented on
case cards, banners, buttons, table cloths, peel cups, and win cards.
Furthermore, a mobile landing page was developed as a resource for users who
visited JDBday.com from a mobile phone, since Facebook applications are not
accessible. The page featured the “Back Jack” video, prompted users to visit
the petition app from a desktop and provided text-to-sign information.
Facebook Application
In order to establish a cohesive campaign, Slingshot developed a Facebook
application to collect digital and mobile signatures. The campaign center
provided users a snapshot of how many others supported the cause and
illustrated where they were across America through a map feature. Additional
interactive content was implemented with the “Back Jack” video, wallpapers, and
polls. To increase the viral effects of the campaign, the Facebook application
was designed with gaming elements to promote user interaction and pass along.
The application featured a leader board for those who had earned the most
points, which were earned by signing the petition, recruiting friends to sign,
sharing content, downloading exclusive content, and participating in polls.
Ultimately the top person had accumulated 46,000+ points and 20% of signatures
were collected from a friend’s wall post.
Digital Media Components
Custom digital advertisements were implemented throughout the campaign to drive
awareness and traffic to the petition. A rich media banner, hosted by
Slate.com, gave users the ability to sign the petition in-banner without
leaving the website. The banner also allowed users to access wallpapers, drink
recipes, and watch the Back Jack video. In addition, a custom execution was
implemented on Slate.com for three days of the campaign, which had an average
click through rate of 20%.
Results
• The campaign delivered 11,580,208 social digital impressions while the media
support served an additional 74,373,644 impressions.
• Within the 6 week campaign period, the petition garnered 13,581 digital
petition signatures - 10,947 by application, 2,027 SMS/Mobile, 607 in rich
media banners.
• 78% of visitors to the application landing page signed the petition
• 32% of all visitors returned to the petition throughout the campaign.
• 20% of all users who signed the petition, came through a friend’s wall post.
• The Jack Daniel’s global brand page recruited 148,994 new fans (+27%
increase) over the course of the campaign.
• The U.S. only fan base grew 67% as a result of this campaign (100,337 new
fans).
Understanding Jack Daniel’s target audiences and their digital behaviors
allowed Slingshot to communicate with them in a relevant context and offer an
appealing experience. The Back Jack campaign successfully engaged users,
provided exclusive content, and grew the Jack Daniel’s Facebook fan page.Link to
Your Creative Materials:Facebook Application:
http://www.facebook.com/apps/application.php?id=127139893991193&ref=ts
Mobile Landing Page: www.jdbday.com
Banners:
http://testing.davidandgoliath.com/jack/banners/2609/displayBanners.html
UN: testing
PW: slingshot
Slate.com Custom Cover:
http://demo.pointroll.com/PointRoll/AdDemo/JackDaniels/JackDaniels_TakeOver_649x800_OTP_DERIVEPd2.asp
Rich Media: http://www.slate.com/?test_ads=jdbday
JagTag: http://twitpic.com/35zcl1
