Jack Daniel's NBA
Making an existing sponsorship meaningful
Year:
2018
Capabilities:
FCB/RED.
FCBX.
Problem
As an existing NBA sponsor, Jack Daniel's was struggling to get people to pay attention.
Insight
Fans in the mentality of visiting an NBA game weren't naturally making the connection to Jack Daniel's.
Strategy
Instead of trying to play in their world, invite them to play in ours.
Solution
Introducing the Jack Daniel's Legends NBA camp.
We invited consumers to enter a sweepstakes where the prize was a trip to a hands-on basketball camp at the Jack Daniel's distillery in Lynchburg, Tennesee. A place to play b-ball with NBA legends and a place to learn legendary whiskey-making secrets.
We invited consumers to enter a sweepstakes where the prize was a trip to a hands-on basketball camp at the Jack Daniel's distillery in Lynchburg, Tennesee. A place to play b-ball with NBA legends and a place to learn legendary whiskey-making secrets.
32%
Increased Impression Among NBA Fans
29MM
PR-Driven Impressions
33MM
Total Impressions
4th Consecutive Year Named Top 3 Global Network Promoting Good Causes
2020 Global Agency of the Year
2020 & 2019 A-List & 2020 Best Places to Work
2020 Global Network of the Year
2020 Most Awarded Network
2020 Design Agency of the Year
2020 Top Places to Work
2019 North America Network of the year and 2019 Top 3 Global Network