For the Barrel Hunt, we hid 150 authentic Jack Daniel’s barrels in places all over the world – more than fifty countries participated. So we designed these posters to look like maps with a barrel shape integrated into the map design (as if it was hidden). We took our inspiration from three different kinds of maps: an urban street map, a nautical chart, and a topographic map. Then, to reflect Jack Daniel’s dedication to traditional craftsmanship and materials, we had the posters built entirely out of wood.

These wooden posters were used to promote the Jack Daniel’s Barrel Hunt, an activation in which we hid 150 prize-filled Jack Daniel’s barrels all over the world. They were designed to represent three types of maps: an urban street map, a nautical chart, and a topographic map. In each one, a barrel shape was integrated into the lines of the map to represent the fact that barrels were hidden in various locales.

Materials used were laser-cut stained wood, black paint that was laser etched to reveal the wood grain beneath, and protective clear coat. We chose black paint to reflect the Jack Daniel’s label and because it’s the brand’s primary color, and we used a light stain to emphasize the wood’s grain to reflect our long tradition of craftsmanship and reliance on wood and other natural materials and ingredients.

We made a total of twelve, four of each design.

The activation that these posters were one part of was an unqualified success.

GLOBAL ENGAGEMENT / REACH

We directly engaged a global audience in more than 50 participating countries. This gave even distant markets an exciting and relevant activation opportunity.

• 150 Barrels ? 57 Markets ? 92 Days

• 122M Total Consumers Reached

• 11% Global Engagement Rate

LOCAL MARKET ENGAGEMENT / REACH

The flexibility of the program allowed market teams to tailor the activation in a locally relevant way while providing a unified program for global conversation. We were also able to leverage cultural relevance to foster a larger conversation around Jack Daniel’s authenticity, heritage & independence for 150 years.

FAN GROWTH

Not only did the activation engage the Jack Daniel’s loyalist, it also invited new friends into the Jack Daniel’s brand:

• 1.2M New Facebook fans

• 10% Global Facebook fan growth