Jack Daniel’s has once again chosen Amplify – the marketing agency that joins the dots between people, brands and culture – to design, promote, deliver and amplify its latest ‘Jack Daniel’s Presents’ event: a night of live music and great whiskey for 2,000 brand fans.
Taking place at Birmingham’s Digbeth arena on 17 October 2019, this year’s Biffy Clyro headlined experience has grown thanks to a partnership with Spotify, a greater emphasis on marketing through on-trade venues and a new talent discovery programme called ‘Sound of Summer.
To ensure the campaign creates maximum impact, Amplify and its partner agencies (Communicator, Eulogy, Haygarth and Spark Foundry) conceived a full 360-degree campaign that ladders up to one large gig. After securing Spotify as media partner, a collection of audio ads were created to go live across platform so as to promote the event to a more a tightly targeted audience. The Spotify executions will be further supported through OOH across Birmingham.
Leveraging the event as a purchase incentive, this year’s campaign also sees a greater focus on on-trade competitions where buying a Jack Daniel’s in allocated bars and pubs gives fans a chance to win gig tickets. The majority of tickets will be available as prizes, along with travel and accommodation for the big night.
In partnership with DIY Magazine and O’Neills pubs and bars, Jack Daniel’s has added a ‘Sound of Summer’ competition to this year’s campaign. ‘Sound of Summer’ is a regional battle of the bands designed to find grassroots talent to be the support act for Biffy Clyro at the main event.
Amplify have helped Jack Daniel’s deepen its connection with its young audience since 2015 and have since become the brand’s official experiential and event agency partner. As the lead agency for ‘Jack Daniel’s Presents’, Amplify are delivering the event and have developed its creative language and identity as a music platform while working in partnership with Spark Foundry (media), Communicator (social) and Eulogy (PR). All proceeds from the event will be donated to the Music Venues Trust.
Julien Spiegel, senior brand manager at Jack Daniel’s Tennessee Whiskey, UK, said: “Jack Daniel’s Presents is an amazing and unique experience to celebrate our long lasting and genuine connection to music. Our objective is to continue to nurture the friendship our fans have with Jack Daniel’s while at the same time supporting independent venues and grassroots artists. It is definitely something which is part of Jack’s DNA.”
Amplify’s Business Lead, Andy Stott, added: “After the success of last year’s Vaccines-headlined gig, it’s been fantastic to have another opportunity to work with all our partners again to deliver an even bigger campaign and event. With Biffy Clyro headlining, it’s sure to give fans another standout night of music and whiskey. Jack Daniel’s has always supported grass roots music, and we are continuing that legacy with this campaign.”