Jack Daniels - Barrel Hunt

OVERVIEW: The Jack Daniel’s barrel has remained a critical part of the whiskey making process for 150 years, contributing to 100% of its color and majority of its flavor. So in honor of the 150th Anniversary of the Jack Daniel Distillery – the oldest registered distillery in the U.S. – Jack Daniel’s launched a worldwide scavenger hunt that put the barrel in the spotlight. The first-ever global Jack Daniel’s Barrel Hunt consisted of 150 authentic handcrafted whiskey barrels being hidden at historic and cultural sites in more than 50 countries over the course of 90 days. The program came to life via Facebook, where Jack Daniel’s published several clues each day on local market pages, and a microsite that aggregated global activity. The first person to solve the clues and find the secret location where the whiskey barrel was hidden received a one-of-a-kind bar kit, prizes tailored to each region, and a piece of Jack Daniel’s history: an authentic whiskey barrel, specially fabricated for the Barrel Hunt.

ROLE: Oversaw the conception and design of the overall experience. Part of the core team that sold through the idea. Defined the campaign architecture, competition mechanics and how the participants and spectators engaged with the experience. Also oversaw the more detailed UX and UI design of the competition website.

RESULTS: 122MM total consumers reached, 11% global engagement rate, 1.2MM new Facebook fans