The aim of the campaign was to create excitement in the build up to Mr Jack's huge birthday party in Tennessee. For 6 weeks the Jack Daniels brand was promoted to NME's "cool" audience via their magazine, NME.com and NME radio. Expansive advertorials, competitions and intimate live music sessions ran throughout the campaign. By using print, online and radio, there was maximum coverage and impact on their target audience. Ignite Insight provided research before and after the campaign measuring a positive response. Find out more...

Jack Daniel's wanted to raise the awareness of the brand, increase consumption and build on their association with live music.