Jack Daniels launches AR NFT campaign

Jack Daniels and Yahoo Creative Studios have teamed up to create an exciting NFT promotion in Australia, which includes augmented reality (AR), curated music from local Australian bands, gift cards and even a trip to a Jack Daniels distillery. The AR experience, reminiscent of Pokemon Go, invites users to explore their local areas to find AR crates filled with rewards.

When users discover an AR case, they receive a digital collectible stored in a custom digital wallet created by Jack Daniels. These collectibles unlock exclusive content, including behind-the-scenes videos, songs and album details. The campaign showcases music from Australian bands Winston Surfshirt, Stand Atlantic and Psychedelic Porn Crumpets.

Users can mint the collectibles on the Polygon blockchain and transfer them to the OpenSea NFT marketplace. Joe Cocker, director of innovation and creative studios for Yahoo ANZ, shared that the campaign aims to reignite the excitement of physical music releases. With 2,000 tracks to choose from, the collaboration hopes to create a more personal connection to music for younger generations.

The partnership between Yahoo Creative Studios and Jack Daniels arose 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 creating a fun, age-restricted game for consumers aged 21-29.

Jack Daniel’s Web3- AR Campaign Strategy

“I remember when bands released music and people lined up to buy it. They could see the cover art and open it to see the lyrics. It is something the younger generation does not have the pleasure of discovering.” Because things feel a little less personal when you’re streaming the song instead of owning it” said Dimitra Tasopoulos. The game will engage users with mobile formats, Yahoo-owned brands and TikTok. Out-of-home digital advertising will be central to 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.

Spanning five national cities across Australia, the campaign will target high-traffic, high-visitor areas close to music venues and nightlife hotspots. Tasopoulos emphasized the importance of including diverse locations rather than focusing only on trendier neighborhoods. By placing drops in areas where people often visit live music and night clubs, the campaign wants to reach a wide audience.

While it remains to be seen whether the promotion achieves the same effect as Pokemon Go, Jack Daniels and Yahoo Creative Studios hope the combination of music, whiskey and exclusive rewards will captivate consumers. With the chance to win a trip to Tennessee or other valuable prizes, this groundbreaking promotion is set to create a buzz in Web3 and AR experiences.

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