Whiskey producer Jack Daniels has entered the world of Web3 with a new campaign built around Polygon-based digital collectibles and augmented reality (AR) in collaboration with Yahoo Creative Studios.
The campaign features a map-based mobile game that utilizes AR technology, allowing users in five Australian cities to explore certain areas and find “Jack Daniel’s crates.”
Jack Daniels pushes boundaries with innovative Web3 campaign
These crates offer various prizes, including gift vouchers, trips to a Jack Daniel’s distillery, and NFT music tracks from three Australian bands: Winston Surfshirt, Stand Atlantic, and the Psychedelic Porn Crumpets.
In total, there are 2,000 music tracks available, and if a user finds a crate, they can mint it as a collectible on Polygon.
Dimitra Tassopoulos, the senior brand manager for the Jack Daniel’s Family of Brands, discussed the campaign’s inspiration with Bandt on April 3, noting that the brand wanted to “push boundaries and look at doing stuff differently.”
While the campaign will include traditional marketing elements such as out-of-home, digital, social, and events, the brand aimed to find new and innovative ideas.
Tassopoulos also touched on the nostalgia of discovering music through album artwork and lyrics, a sentiment that the younger generation may not experience as frequently with the rise of music streaming.
The NFT music tracks offer a modern twist on this idea, allowing users to own and collect unique music tracks from their favorite artists.
Overall, the Jack Daniels Web3 campaign showcases the brand’s willingness to embrace new technology and creative marketing strategies to engage with their audience in a unique and exciting way.
As the world of NFTs and AR continues to grow, it will be interesting to see how other brands follow suit and incorporate these technologies into their marketing efforts.
