Jack Daniel’s has chosen leading marketing agency, Amplify to design, promote, deliver and amplify its latest ‘Jack Daniel’s Presents’ event: a night of live music and whiskey for 2,000 brand fans.
Taking place at Birmingham’s Digbeth arena on 17th October 2019, this year’s Biffy Clyro headlined experience has grown bigger thanks to a partnership with Spotify, a greater emphasis on marketing through on-trade venues and a new talent discovery programme called ‘Sound of Summer’.
To ensure the campaign creates maximum impact, Amplify and its partner agencies (Communicator, Eulogy, Haygarth and Spark Foundry) conceived a full 360-degree campaign that ladders up to one unmissable gig. After securing Spotify as media partner, a collection of audio ads was created to go live across platform so as to promote the event to a more a tightly targeted audience. The Spotify executions will be further supported through OOH across Birmingham.
Leveraging the event as a purchase incentive, this year’s campaign also sees a greater focus on on-trade competitions where buying a Jack Daniel’s in allocated bars and pubs gives fans a chance to win gig tickets. The majority of tickets will be available as prizes, along with travel and accommodation for the big night.
In partnership with DIY Magazine and O’Neills pubs and bars, Jack Daniel’s has added a ‘Sound of Summer’ competition to this year’s campaign. ‘Sound of Summer’ is a regional battle of the bands designed to find grassroots talent to be the support act for Biffy Clyro at the main event.
Julien Spiegel, Senior Brand Manager at Jack Daniel’s Tennessee Whiskey, UK, said: “Jack Daniel’s Presents is an amazing and unique experience to celebrate our long lasting and genuine connection to music. Our objective is to continue to nurture the friendship our fans have with Jack Daniel’s while at the same time supporting independent venues and grassroots artists. It is definitely something which is part of Jack’s DNA.”
Andy Stott, Business Lead at Amplify’s, added: “After the success of last year’s Vaccines-headlined gig, it’s been fantastic to have another opportunity to work with all our partners again to deliver an even bigger campaign and event. With Biffy Clyro headlining, it’s sure to give fans another standout night of music and whiskey. Jack Daniel’s has always supported grass roots music, and we are continuing that legacy with this campaign.”
