June 3rd, 2014
Jack Daniel's Taps Digital Photo-Sharing to Target Weekend Warriors
By Lauren Johnson
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.