Challenge

Jack Daniel’s Tennessee Honey Art, Beats + Lyrics is one of the largest traveling lifestyle experiences in the country, fusing urban art with hip-hop, to create an immersive, cultural event. FCG was called to strengthen the program’s ROI, by increasing brand visibility and loyalty among legal-drinking age multicultural consumers, positioning Jack Daniel’s Tennessee Honey as their drink of choice. 

Solution

Art, Beats + Lyrics features pieces from emerging and renowned artists, including Hebru Brantley, Miya Bailey, and Art, Beats + Lyrics curator and co-producer, Dubelyoo, along with performances by hip-hop legends like Twista, Scarface, 8Ball & MJG. To generate traction for the program launch, FCG engaged national media platforms via interviews with Dubelyoo. Leveraging featured artists, local market media were pitched for pre, onsite and post-event coverage. Media were also immersed in the experience with a VIP preview of the art installations, and an exclusive Q&A with the artists. To amplify social engagement, market-specific hashtags were included across all PR communications.

Impact

FCG’s work helped to drive maximum capacity event attendance from city to city. Media interest was equally impressive, garnering more than 50 unique media placements resulting in 102MM impressions, including Rolling Out, Uptown Magazine, The YBF and SOHH. Broadcast television coverage, including interviews on the local FOX and CBS affiliates, was secured in Houston, Birmingham and St. Louis. Media in attendance drove nearly 300K social media impressions. Jack Daniel’s Tennessee Honey Art, Beats + Lyrics singlehandedly generated more PR impressions than all its other multicultural brand programs combined, demonstrating the value of aligning multiple media and consumer passion points, like art, music and entertainment.