Cannes Lions

Jack Daniel's Barrel Hunt

MEDIAVEST|SPARK, New York / BROWN FORMAN / 2017

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Overview

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Credits

OVERVIEW

Description

We knew our Millennial target would love combining tech and curiosity to uncover backstory and become a participant in a brand, rather than just a ‘consumer.’

To exploit this desire, we created a ‘quest’ for our target to complete.

The digitally-centric, socially rooted Barrel Hunt featured 150 white-oak barrels hidden across carefully-chosen historic locations like the Old Jail House in Lynchburg, Tennessee.

As a local market participating in a global campaign, the U.S. led the charge. To coordinate each hunt, real time clues were shared collaboratively by our team and Jack Daniel’s social team. Along with social listening, ‘ground’ teams would monitor the hunt, providing updates and clues. Once the barrel was found, clues would stop and celebration messaging would begin.

We needed to inspire broad participation across our LDA-29 sweet spot, and with each barrel hunt designed to last one day in each market, we would maximize hunts immediately.

Execution

We announced the event nationally to drive intrigue and inspire participation. In each city, our hyperlocal, geo-targeted messaging inspired our audience’s discovery and excitement

First, we posted ‘invite’ messages to our national audience. A video explained the why, what, and how.

Next, audiences received a message with the date and time they would receive their first clue – and what their prize might be.

On the day of the hunt, right on time, hunters received their first clue. Our people on the ground provided real-time information to shut off media once a clue was found. Social listening helped us follow hunters and their progress and also helped us decide when to release and amplify the remaining clues. In some markets, participation was so great that hunters didn’t need the final clues.

When a barrel was found, our hunters received word that the hunt was complete with a celebration message.

Outcome

The 150th Anniversary Barrel Hunt was a major milestone for Jack Daniel’s and, by inviting everyone to join the celebration, we excited and engaged our target audience – with over 754,388 folks taking action over the course of the campaign.

We posted strong ad recall: 12.34% – exceeding Brown-Forman benchmarks.

And the real-time nature of the campaign allowed us to meet our goals faster, and at a lower cost, than planned. We reached 41% of our hyperlocal audiences and invested only 75% of the budget before all barrels were found.

Conversations on Facebook said it all:

• New York: ‘Who needs Pokemon when we can hunt for Jack Daniels!!!’

• Austin: ‘We may be a small town but there are plenty of folks that enjoy Jack in Morrison, TN. Hoping y’all hide one in our little town. Cheers’

• Chicago: ‘…let’s scavenger hunt for Jack Daniel’s 150 anniversary!’

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