When people visit the Lynchburg, Tennessee home of Jack Daniel’s, the world’s most storied whiskey and distillery, they discover a real place where brand myth and brand history become one. Visitors experience a powerful bond and leave as Jack evangelists. But not everyone can visit the distillery, so we needed something that could offer a similar sense of connection and was accessible by all. We did so by reinventing JackDaniels.com as a destination that stirs emotion—a digital Lynchburg anchored by a virtual reality experience.

1. Redesign of JackDaniels.com

We created an immersive destination anchored by evocative imagery and storytelling. Striking visuals convey a true sense of place, while the brand’s 150-year history is humanized as told through the lives of Jack’s master distillers. Emotional warmth is given to the whiskey-making process through expressive cinemagraphs, time-lapse videos, and still photography. Every action, from age-gating to recipe discovery, was seized upon as an opportunity to engage and connect.

2. Jack Daniel’s Virtual Reality Experience

America’s oldest registered distillery meets 21st century technology in a VR experience that gives online visitors the highest possible level of verisimilitude. We created a visually rich “mixed time” experience that expresses the meditative atmosphere of Lynchburg, then invites exploration of rare, off-limit locations across the distillery.

Touching upon brand history, process, and provenance, the VR experience powerfully communicates that every bottle of Jack comes from a single source – Lynchburg, TN.

1. Site Engagement

Visitors more deeply engaged, viewing 12% more pages per visit. Site registrations increased by 60%.

2. VR Response

Social media response overwhelmingly positive, indicating deep user engagement. (4.5+ million views)

Across thousands of comments, 93% were positive. Over 80% of commenters shared VR with friends.

Clearly shareable and loved by viewers, VR commanded attention with a 13% completion rate.

Despite its 2:30 duration, high completion rates, high share rates, and overwhelmingly positive comments speak to the emotional impact, and brand affinity, created by the experience.

3. Overall Brand Conversation

The digital experience got people talking about Jack with 6% more Twitter mentions.

4. Brand Health

3% increase in positive perceptions of Jack among millennial consumers.

3% increase in people talking about Jack with friends and family.

Millennials 1% more likely to recommend Jack to a friend.