To celebrate 150 years of the Jack Daniel Distillery, we hid 150 prized-filled whiskey barrels in over 50 countries. The campaign is based on Facebook, with each market releasing clues alongside imagery of what the locations looked like in the late 1800s and early 1900s. The clues are cryptic and tie to the locations and cities in which they are hidden, but they also relate back to Jack Daniel's timeless history. Over the course of several months, we worked to keep our audience engaged with not only the competition itself, but also with sustaining content pertaining to the Barrel Hunt.
We created campaign posters for in bar and OOH. These posters also served as a means to release clues in dark markets.
Facebook introduction video:
Clues for the Jack Daniel's Barrel Hunt spanned 50+ countries and roughly 125 cities. Below are a few examples from Breakfast Creek, Australia.
We created sustaining content for markets to use inbetween clues.
Barrel Hunt winners in key markets were surprised with large-scale events to celebrate the barrel being found. The below video was taken from the inaugural barrel from Lynchburg, Tennessee.
Prizing included a customized bar kit and individual prizes from every market.
We created wooden posters for each of the three main poster designs. These wooden posters were given as prizes and featured in select bars around the world.