Tennessee whiskey brand Jack Daniel’s is hoping to connect more personally with Canadians through a new social media contest.
Jack Daniel’s “Supporting Act” program invites Canadians (of legal drinking age) to submit a 60-second video to JDSupportingAct.com explaining what they need to keep music in their lives, such as new instruments or necessities for a road tour.
The brand will fulfil one wish every two weeks starting Dec. 19, with a total of eight wishes being granted. Winners will be determined by public vote.
“The inspiration for the program is the intrinsic and storied link that the brand has had with music for decades,” said Daniel Navarro, national marketing manager at Jack Daniel’s Canada.
“We have associated the brand with music in different ways over the last few years, such as sponsorships… But we wanted to do something that has a more emotional, personal connection with consumers and give something back to them.”
Jack Daniel’s has partnered with Canadian musician Sam Roberts, who will act as a spokesperson for the program. In a launch video, Roberts surprises emerging musicians Sam Cash & the Romantic Dogs with studio time to record their next album. In addition, music students were filmed being gifted with a new guitar and music lessons. Throughout the contest, Jack Daniel’s will film select winners being notified of their win.
“This is not only meant for established bands, it’s meant for everybody who loves music,” said Navarro.
The contest is being promoted through digital and Facebook ads, as well as a comprehensive PR program developed by NKPR. The agency said PR support will serve to drive submissions and ongoing voting, as well as to leverage each wish granted through media relations, events, influencer engagement and social media.
