Jack Daniel’s

BROUGHT JACK DANIEL’S AND HISPANIC MILLENNIALS TOGETHER OVER A SHARED PASSION FOR MUSIC.

Promotional Activation

Idea

Jack Daniel's Tennessee Whiskey realized it was missing the opportunity to connect with one of the most important consumer groups in the country: the millennial, bicultural Hispanic male. Music was the clear way to forge this relationship. Sala Siete created several ways for our target to engage with Jack Daniel's and the music he loves, including a concert series that brought together Latin artists with diverse musical influences.

Impact

  • Highest entry rate of any past program.
  • More than 6,000 consumers entered—and they came back, each entering an average of 6 times
  • Entrants answered more than 23,000 profile questions about their whiskey and music preferences, leading to database segmentation and important consumer insights
  • 60% of site traffic from personal referrals (not advertising, social)

Let’s start a new project together!

Get in Touch!