Jack Daniels is encouraging Canadians to share their personal codes of conduct through a national in-bar and online promotion developed by the brand’s long time creative agency, The Hive.
According to the creative, Jack Daniels has “exemplified a code of independence, authenticity and integrity that has made it one of the most recognizable trademarks in the world.”
The Brown-Forman brand is asking that Canadians share their own “Code of Jack” on the contest website for the chance to win a trip for two to Tennessee, spending money and Jack Daniels merchandise.
An independent judging panel will review the entries and select the top 20. Online public voting will then determine the winner. The promotion launched with in-bar promotions Oct. 5 in 10 major markets including Vancouver, Calgary, Toronto, Montreal and Quebec City.
Jack Daniel’s brand representatives will be on-hand at participating bars to encourage patrons to enter the contest and visit the brand’s Facebook page. The top 20 contestants will be able to share their codes via Facebook and Twitter to help drum up votes.
Chris Johnston, group account director at The Hive, said the in-bar promotion allows the agency and brand to tailor communications to fit the environment where the target consumer enjoys spending time. While social media has become an increasingly important and popular tool, it’s also important to communicate with the target face-to-face.
“With this contest promotion that they’ve developed, The Hive has done a great job of bridging the traditional independent spirit of the Jack Daniel’s brand with the inclusive, community focus of the social media phenomenon we all live under in today’s world,” said Brad Fletcher, managing director of Brown-Forman Canada, in a release.