June 3rd, 2014

Jack Daniel's Taps Digital Photo-Sharing to Target Weekend Warriors

By Lauren Johnson
Ad Week

Jack Daniel’s is launching a digital summer campaign this week that turns photos uploaded via mobile devices and social media into sweepstakes entries. Dubbed Summer Swarm, the campaign pushes Tennessee Honey, a flavored Jack Daniel’s whiskey aimed at younger—and therefore smartphone-wielding—consumers looking to ease their way into drinking the hard stuff. (Tennessee Honey seems designed more for weekend warriors than so-called professional drinkers.)

Eight weekly challenges will call for photos collected via a microsite, Facebook, Twitter, Instagram and text messaging. Paid media will run on Facebook, Gawker and BuzzFeed, while the brand also plans to promote the campaign and other summer content on its social channels.

Read more: http://www.adweek.com/news/technology/jack-daniel-s-taps-digital-photo-sharing-hook-first-time-whiskey-drinkers-158097

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