Challenge

Jack Daniel built a house with a ballroom to entertain old and new friends. At Jack’s house, there were always nights full of music, friends, great stories and the best whiskey. Jack Daniel’s House No. Siete is a culturally-rich lifestyle experience created to help the brand connect with the growing Hispanic consumer market which wields an estimated $1.7 trillion in buying power. The six-city program featured a pop up concert tour of Jack’s house meant to engage Hispanic consumers and create new friends of Jack. Trusting FCG’s ability to quickly produce results, the brand brought FCG to the table just weeks before the Chicago event to engage media and expand the tour’s local market footprint.     

Solution

FCG quickly partnered with the experiential marketing agency leading the tour to develop an action plan to include media relations in what would have otherwise been a consumer only event. Tapping into our strong media network, we invited select influencers and media to a private VIP tour. These special guests were provided with the Friends of Jack VIP Experience which included a brand tasting, media preview of the event and a meet and greet opportunity with the Mexican headliner band–Kinky.

Impact

Results from our work on Jack Daniel’s House No. Siete demonstrate FCG’s ability to support client programs and generate big results even with a short window. Media and influencers in attendance helped to garner 534,432 media and social impressions. Influencer attendees created 126 social posts on Twitter, Instagram, Snapchat, and Facebook during their impromptu VIP experience. Jack Daniel’s House No. Siete Tour is a lifestyle experience that continues to strengthen the brand’s connection with trendsetting Latino consumers.