Jack Daniels has recently launched an innovative NFT campaign in Australia, which incorporates augmented reality (AR), collectible music from local Australian bands, gift vouchers, and an exclusive trip to a Jack Daniels distillery. The AR experience, similar to Pokemon Go, urges users to explore their local surroundings to find AR crates that contain rewards.
When a user discovers an AR crate, they receive a digital collectible, which is stored in a custom digital wallet created by Jack Daniels. These collectibles unlock exclusive content such as behind-the-scenes videos, songs, and album details. The campaign showcases music from local Australian bands such as Winston Surfshirt, Stand Atlantic, and Psychedelic Porn Crumpets.
Users have the option to mint their collectibles on the Polygon blockchain and transfer them to the OpenSea NFT marketplace. The campaign aims to revive the excitement of physical music releases, with the collaboration hoping to establish a more personal connection to the music for younger generations. Joe Cocker, Director of Innovation and Creative Studios for Yahoo ANZ, shared that the partnership between Yahoo Creative Studios and Jack Daniels emerged from an open pitching process involving over 15 agencies.
Dimitra Tasopoulos, Senior Brand Manager for the Jack Daniels Family of Brands, explained that the brief sought to push boundaries and explore innovative ideas. Yahoo’s winning pitch focused on crafting a fun, age-restricted game for consumers aged 21-29. Tasopoulos further added that the campaign aims to address the lack of personal connection that younger generations have with music due to the rise of digital streaming platforms.
The campaign strategy includes mobile formats, Yahoo-owned brands, and TikTok to engage users. Digital out-of-home advertising will play a pivotal role in driving consumer interaction with the campaign. Strategically placed QR codes on billboards can help draw users into the game, ultimately encouraging them to interact with brands in the real world.
The campaign spans five national cities across Australia and will target high-traffic areas near music venues and nightlife hotspots. The inclusion of diverse locations emphasizes the campaign’s goal of reaching a broad audience. With the opportunity to win a trip to Tennessee or other valuable prizes, this groundbreaking campaign is set to create a buzz in Web3 and AR experiences. The impact of this campaign, similar to Pokemon Go, is yet to be seen, but Jack Daniels and Yahoo Creative Studios are confident that the combination of music, whiskey, and exclusive rewards will captivate consumers.