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ROLE: Social Media Content, Art Direction, Design
In honor of the 150th Anniversary of the distillery, we hid 150 prize-filled barrels all over the world. Each hiding spot was revealed through series of Facebook clues taking the form of vintage photography. Participants should find the modern day locations of these old photos, some of which have changed quite a bit over the years, whereas Jack Daniel’s has remained relatively unchanged since inception. The executions were conceptualised and designed as videos, posters, social posts etc. to drive people through the campaign. The results were great: • 203 million earned media impressions • 10% global fans growth • 11% global engagement • 122 million consumers reached.
| FACEBOOK VIDEO RELEASE | ººº
| SOCIAL MEDIA | ººº
We created sustaining social media content to promote the hunt and for markets to use in between clues.
Post copy:
We’ve been making our own barrels for quite sometime. But clearly we don't have as much experience been hiding them. 21+. Official rules at jackdanielsbarrelhunt.com. Get hunting.
Post copy:
(teaser) You’re gonna have to wait just a little longer before we reveal more about Jack Daniel’s Barrel Hunt. 21+. Official rules at jackdanielsbarrelhunt.com
Post copy:
Keep an eye on our Facebook page for clues, because these barrels, like good whiskey, will be gone before you know it. Get hunting. 21+. Official rules at jackdanielsbarrelhunt.com
Post copy:
Keep an eye out for clues on Facebook. We've been around for 150 years, but the Barrel Hunt will be here and gone before you know it. Get hunting. 21+. Official rules at jackdanielsbarrelhunt.com
| CLUE EXAMPLES | ººº
To reveal locations in 50+ countries, clues for the Jack Daniel's Barrel Hunt took the form of vintage photography.
| POSTERS | ººº
| WOODEN POSTERS | ººº
These map-inspired posters were made entirely from wood to raise awareness about Jack Daniel’s Barrel Hunt and to drive people to Facebook. They were given as prizes and featured in select bars.
