Bar Talk: Jack Daniel's Gathers Stories for Digital Campaign
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The advantage alcohol marketers have over a lot of other categories is that consumers actually care about the stories surrounding booze brands. A person’s ears might perk up, for instance, at discussion of a night out on the town fueled by his favorite cocktail.
This fact is at the heart of a new digital campaign for Jack Daniel’s called “The Few and Far Between.” The campaign centerpiece is a website that houses stories gathered from across the country that the brand refers to as tales of “mischief, revelry and whiskey.”
The effort, by Arnold Worldwide and digital production company MediaMonks, debuts today. The site, which can be viewed here, captures 30 stories from New York City, Santa Monica, Calif., New Orleans and elsewhere using a variety of storytelling methods, including audio, video and the written word. More stories will be released later.
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