Jack Daniel’s is giving music fans the chance to collect digital music from Australian artists in a campiagn created by Yahoo.
The Australian-first Jack Daniel’s Music Drop campaign heroes Australian artists Winston Surfshirt, Stand Atlantic, and Psychedelic Porn Crumpets. Fans are challenged to visit various locations and use their smartphones to collect virtual record crates to win exclusive Digital Pressings. One player will win a trip to the home of Jack Daniel’s in Tennessee USA.
Dimitra Tassopoulos, senior brand manager, Jack Daniel’s Family of Brands, said: “This is a real global first for Jack Daniel’s, it is our first venture into the Web3-powered internet. The brand has a long history of supporting music, and this campaign is a sensational example of pioneering a new way for artists and fans to connect.
“Many people who have grown up in the streaming era have never owned music, and we want to help them understand how magical it can be. It’s been great partnering with Yahoo to be able to harness this technology and bring this remarkable vision to life.”
The campaign was created by Yahoo Creative Studios, which worked closely with digital music specialists Serenade and augmented reality experts SmartMedia Technologies to find the best artists and bring the campaign to life in a way Australia has never seen.
Zoe Cocker, director of Yahoo Creative Studio and Premium Sales for Yahoo ANZ, said: “Web3 technology is going to revolutionise how artists and their fans interact and engage, and we believe this campaign is the first step on the road of bringing this exciting future to life in Australia.”
The project has been facilitated by Starcom from its Open Brief program last year, unlocking innovation in the media industry, with Yahoo as the eventual winner.
Starcom’s operations director, Will Kitching, said: “The Open Brief Process was all about unlocking real innovation and potential. Based on the insight that 70% of consumers think brands should innovate with new technology, and with the knowledge that those who use AR features are 11 times more likely to purchase, we worked collaboratively with Yahoo to build a great brand experience for Jack Daniel’s. Trying something different requires a bit of bravery but we’ve done great work to realise the brand’s ambitions to be a future-facing brand.
The campaign will be promoted using Yahoo’s market-leading DSP, with a huge digital Out of Home campaign across iconic locations in Australian capital cities ‘where music lives’. It will also be supported by high impact native targeted to capture the relevant audience and entice them into the game.
Cocker said: “It’s been a real pleasure to work with the future-focused marketers at Jack Daniel’s, they really understand the potential of this technology and have the bravery to be the first to bring it to the market in this way. This is something that’s really captured the imagination of our artists as well. I can’t wait to congratulate the first person who catches all the amazing prizes.”
Credits:
Yahoo Creative Studio
Zoe Cocker - Director of Yahoo Creative Studio and Premium Sales
Nick Gorshenin - Creative Strategist
Dan Phillips - Senior Project Manager
Luke Worsfold - Senior Design Lead
Andrew Mo - Digital Producer
Akiko Tomiyoshi - 3D Artist
Keren Homan - Media Strategist
Julia Edwards - Sales Director
Brown-Forman Australia
Dimitra Tassopoulos - Senior Brand Manager
Scott Henry - Brand Manager
Serenade
Katie Brown - Artist & Industry Partnerships Lead Starcom
Will Kitching - Operations Director
Mina Savjak - Business Director
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