Rather than give away branded T-shirts and knick-knacks to gain fan loyalty, we manifested Zac Brown Band and Jack Daniel's partnership into one-of-a-kind musical items. A drum made from a Jack Daniel's barrel, a Zac Brown Band record with whiskey in its vinyl, and other items were created and given away to lucky fans. Short films promoted the prizes online and at concerts by revealing how each were made. Fans were so intrigued, they logged on to JackandZac.com throughout the tour to discover what would be created next and played the games that would enter them to win it.

The primary campaign objective was to build a highly engaged community. The number of jackandzac.com registered users grew to 77,567 in the 10 months that the site was live. At the conclusion, the average time on site was 6 minutes (fyi, rollingstone.com average time is 2.5 minutes) and repeat traffic grew to 60%. Consumers came to the site, played the games, watched our videos and continued to come back for more on a regular basis.