CASE STUDY: Jack Daniel celebrates his birthday with NME

Provided by Time Inc. UK
Jack Daniels build on their brand association with live music across 3 NME platforms - magazine, online and radio.
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What was the Challenge / Background of the Campaign?

In an almost saturated market of gigs, festivals and concerts, advertisers look to brands like the NME to come up with new and exciting ways to bring their product/service to the forefront of our audiences minds. With this in mind, Jack Daniels used our experience and media platforms knowledge to send their own birthday messages and promote the birthday sessions to our cool NME audience. The aim of the campaign was to create excitement around Jack's birthday in September. This culminated in a big birthday party in Lynchburg, Tennessee.

What was the Campaign Objective?

Raise the awareness of the Jack Daniels'brand, increase consumption and build on their association with live music.

What was the Solution?

Cross platform campaign that ran for 6 weeks across NME magazine, NME.com and NME Radio. NME Radio hosted intimate live sessions which ran every Tuesday and Thursday 4-5pm, throughout the month of September. 6 x advertorial pages which provided information on the Jack Daniel's Birthday Sessions. Bespoke JD Microchannel on NME.com that hosted audio and video. A competition ran across all platforms offering the chance to attend the live sessions. Editorial support included news stories which ran online after the live sessions.

What were the Results?

Radio Activity-NME Radio booked exciting, emerging bands and they were presented through appointment-to-listen features. The on air schedules delivered 7.9 million (adult 15+) impacts and reached 486,000 adults 15+. Online Activity-A key highlight of the campaign was the Jack Daniel's Birthday Sessions countdown clock which was fixed on the homepage for 48 hours prior to the Microchannel going live. Press Activity-6 Advertorial pages enabled NME to promote the sessions and sets through this traditional media, and in turn direct people to the NME Jack Daniel microchannels.

What were the Key Learnings of this Campaign?

"Each year we celebrate Mr. Jack's birthday throughout the month of September as we're not sure of his exact Birth date. The partnership with NME, The Jack Daniel's Birthday Sessions allow us celebrate Mr. Jack's birthday, build on our credible musical heritage and build anticipation and excitement up to the birthday JD Set in Lynchburg" Louise Snowball, Jack Daniel'sBrand Manager.
BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsReadership: 372,000 | Target Market: Men aged 17-30
16 - 24
25 - 34
Male
ABC1
C2
MAGS / CONSUMER
ONLINE
RADIO / NATIONAL
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearBUILD AWARENESS
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