Branded advertising in the liquor category has generally been focused in the world of television, print and social. While most spirit brands certainly have an online presence, very few have jumped into the world of branded entertainment beyond a superficial level. To this point there have not been many memorable, engaging online experiences within the category. With “The Few & Far Between”, Jack Daniel’s set out to do just that. Offering consumers a world of highly entertaining content that they could spend minutes, hours or days consuming.

“The Few & Far Between: Tales of Mischief, Revelry and Whiskey” is an

online collection of true stories captured from dive bars, cocktail lounges and

saloons across America? told by real people and displayed in the form of a rich, visual collage. Within the experience, users can explore a variety of short films, written stories and audio stories recorded using analog telephones. In addition to intricate sound design, the use of cinemagraphs, animation and hand-drawn typography bring each story to life. The entire experience was built without the use of Flash and customized seamlessly across screens of every size.

There have been over 1 million unique visitors. The site has also made it into mainstream media as it has been written about in over 75 publications, newspapers and websites. The audio stories have a 54.8% average play through rate and the video stories have an average of 43.2% play through rate (Video completion rates typically range between 10-20%). The site has had an average bounce rate of 18%, less than half of benchmarks for content sites, which range between 40-60%. Organic engagement includes an average time on site of 3:43 with users navigating to an average of 4 pages.