Summits Yellow

Jack Daniel's teams with Oath on microsite for 'Find Your Taste Of Tennessee' campaign

Tyrone Stewart

The world’s top-selling whiskey brand, Jack Daniel’s Tennessee Whiskey, has launched an online platform, with help of Verizon’s media tech company Oath, to demonstrate the brand’s roots in pop culture.

The microsite shows how the famous whiskey can be enjoyed in more ways than just the traditional ‘JD and coke’, as well as letting consumers know when is the best time to serve each of the different combinations. Each of Jack Daniel’s core seven serves will also come with a tailored playlist available to download on Spotify.

The site will also have a geo-targeted interactive map highlighting thousands of bars and pubs running offers and promotions, including prizes such as Jack Daniel’s t-shirts and trucker caps, and a big prize of trip to the Jack Daniel Distillery in Lynchburg, Tennessee. In addition, consumers will be able to watch Olly Bird at Zelman Meats create dishes and then download the recipes to try for themselves.

“Launching a microsite has given us the opportunity to speak to a wider audience about our heritage in drink, food and music which are a big part of the culture in Tennessee and something Mr Jack himself was proud of,” said Ffion Fitzgerald, marketing manager at Jack Daniel’s UK. “Through engaging and interactive content, we hope to educate consumers on the versatility and accessibility of Jack Daniel’s Tennessee Whiskey, whilst reminding the UK of its authentic place in Pop Culture.”

Jack Daniel’s is collaborating with Publicis media agency Spark Foundry to share the site across its content brands and distribution platforms, while there will be specially created editorial articles for HuffPost UK and branded content across its mobile in-app and video distribution platforms and Xbox Live homepages.