Category: Best use or integration of music
Advertiser: BROWN FORMAN
Product/Service: JACK DANIEL'S
Agency: ZODIAK MEDIA GROUP
Agency: UNIVERSAL McCANN
SVP Brands: Marco Mazzini (Zodiak Active)
Head Of Special Initiatives: Emanuele Finardi (Zodiak Active)
Client Account Manager: Manuela Turano (Zodiak Active)
Client Account Manager: Simona Bohman
Client Account Specialist: Claudio Di Rocco
Media placement: TV (Rockumentary) - TV Channel - 23 November 2011
Media placement: Web - Online - 20 June 2011
Media placement: Live Concerts - On Field - Mid Septmeber 2011
Campaign Description
Jack On Tour 2011 is a multichannel branded content format that engages people on stage, backstage, on the road, online and on a rock magazine. 540 bands, who signed up online, are challenged on the best Italian rock stage in 5 rounds. At the end of the road show, the winning band would have travelled along the Route 66 with the Afterhours, the symbolic Italian underground rock band. Mile after mile, note by note, the story became a television show aired on Deejay TV, channel 9 DTT (6 episodes 42 minutes each), and a CD attached to XL magazine (published by Gruppo L'Espresso, 1 of the main publisher in Italy) with 8 songs recorded in the best recording studios on Route 66.
Effectiveness
Jack On Tour 2011 was developed on 4 pillars:
- Online recruitment by a customised website (June 20th 2011-end of January 2012)
- 5 live concerts all around Italy with the best bands selected within those registered on line (mid-September 2011 – mid-October 2011)
- A trip along Route 66 in which the best unsigned band accompanies the Jack Daniel’s testimonials (end of October – mid-November)
- A final gig in which the unsigned band and the testimonials play together (December 3rd)
On-air on Deejay television each Wednesday at 9pm from November 23rd to December 21st. With a reprise every Saturday from January 7th 2012 to February 11th 2012-05-11
- CD produced and attached on XL magazine (monthly) on February 29th.
Implementation
The format engages people on stage, backstage, on the road, online and on a rock magazine accordingly to the aspirational Rock spirit evoked by the Jack Daniel's world.
Outcome
- 540 bands signed up online
- 6,000 people at the concerts
- 6 TV episodes aired on Deejay TV from November 23rd with an overall of 1,000 minutes
- 25,000 copies XL magazine distributed.
- 5 radio interviews with the Afterhours and the best emerging finalist bands.