// ADDING A MODERN TWIST TO A FAMOUS HERITAGE BRAND
Client: Jack Daniel’s
Country: UK
Title: September is Jack’s Birthday
Challenge:
Jack Daniel’s is celebrating Jack’s Birthday throughout September 2009. Sponge worked with iris London to develop an innovative on-trade promotion with a birthday theme.
Campaign:
The promotion gives consumers the opportunity to win prizes via a viral ‘Pass the Parcel’ mobile application when buying a Jack Daniel’s beverage in a participating bar throughout September.
On purchase, consumers receive a gamecard, which includes a unique 8 digit URN hidden behind a scratch panel. Every card contains a prize: a t-shirt (to be redeemed in bar), tickets to a Jack Daniel’s Gig or mobile content. There is a maximum of 3 layers in the parcel before the prize is revealed.
Consumers text the keyword JACK and the URN to a zero-rated shortcode in order to download the application and unwrap the first layer of the parcel. If they are not a winner, then they can pass the parcel onto a friend who can ‘unwrap’ the next layer to see whether they have won.
To cover the required variety of handset makes and models, applications have been built for the iPhone, the mobile internet and in Java. User detection agents ensure the right application is delivered for each handset.
In addition to designing and building the applications, Sponge is hosting the central database for the promotion. It is also responsible for receiving and validating all entries to the promotion.
Results:
Even though it was Jack's birthday, the great man was keen for his fans to receive the presents. And so it came to pass, with 3,300 people receiving branded gifts.
