Jack Daniels web3 recruitment: How to apply for the 150-year-old brand's music treasure hunt?

Jack Daniels has launched Jack Daniel's Music Drop campaign to ensure it remains relevant to its target audience of 20-to-30-year-olds

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It seems like the 150-year-old global liquor brand Jack Daniels has identified the significance of keeping itself evolved, if not taste-wide then connecting the youths of the world. And to do so, Jack Daniels has launched Jack Daniel's Music Drop campaign to ensure it remains relevant to its target audience of 20-to-30-year-olds. For the unversed, American bourbon, accounts for more than one quarter (26%) of the Australian whiskey market and more than half (52%) of the American whiskies sold down under. Dimitra Tassopoulos, the senior brand manager for the Jack Daniel's family of brands was quoted saying, "Jack Daniel's is a long-standing brand with a history that goes back over 150 years. It's really important for us to continue engaging with a new generation of Jack Daniel's drinkers." With Jack Daniels web3 recruitment enforced, here how it works and who can participate or apply in it-

To maintain its relevance to young Australians, Jack Daniel's has launched the Jack Daniel's Music Drop campaign. It challenges music fans to visit locations at specific times and use their smartphones to collect virtual records and win exclusive digital music pressings. Jack Daniels web3 campaign has been created by Yahoo in partnership with digital music specialists Serenade and augmented reality experts SmartMedia Technologies and Starcom, aims to engage young people with the brand by sharing exclusive music from artists such as Winston Surfshirt, Stand Atlantic, and Psychedelic Porn Crumpets, in addition to prizes.

Why this campaign by the age-old brand?

The Drum quoted Tassopoulos who said that the campaign is a "perfect" fit for the brand. "Jack Daniel's has had a long history in music. This campaign is ultimately bringing the music component to life in a way that is relevant to our target audience - 20- to 29-year-olds - which is through technology. The campaign, which launched this week and is supported by digital out-of-home and social media channels, plus influencer content, is a first for the brand.

"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.

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"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," she says.

The campaign aims to build Jack Daniel's awareness and engagement with young people while cementing its legacy in music and showcasing its relevance to a new generation.


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