Jack Daniel's wanted to get the millenial consumer to take a second look at their increasingly over-looked flagship brand, and remind them why Old No. 7 Brand has been a backstage staple since 1866. To accomplish this, we created a Willy Wonka-esque take on the motel afterparty, and dared consumers to check-in for a night of music and mayhem of life on tour.
We kept the promotions knowingly vauge, choosing to build intrigue and blur the lines between the motel being an event series or a real place. Instagram and twitter accounts for the motel staff, including Jake the Janitor and Dani the Maid, helped tell the story and blur the lines; as did our front desk help line.
It worked. The sold-out Brooklyn events drew 5,000 attendees, and depleted more than 100 cases. With over 100 actors and dozens of unique rooms and engagments, consumers experienced a new standard for immerisve art. And their Twitter and Instagram accounts showed it.
Social media stats for the New York City launch event achieved 3.3K #MotelNo7 hashtag uses and 40M impressions; of 5.6K photos taken, 1.6K were shared. On opening night, the event hashtag trended number one in New York City. It was, as our surprise headliner T-Pain tweeted, “epic.” Next stop, Miami...
ROLE: Creative Lead at Mirrorball
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