‘Jack on Tour’ made history as Italy’s first branded content TV experience rooted in rock music. Leveraging the brand’s twin heritage as the flavour of America and the flavour of rock, the campaign centred on an American rock tour broadcast on Italy’s top music channel, DeeJay TV.To front the tour, JACK DANIEL’S signed Negrita, the leading Italian exponents of classic American rock. Negrita’s US odyssey encompassed all key rock genres, from Californian surf/psychedelic to New York intellectual. The campaign had two-stages. During filming, anticipation was created through:- 60 second live ‘mini-programmes’, featuring interviews with Negrita, on DeeJay TV’s sister radio station.- A customised website, including Negrita’s live blog.The second stage featured the broadcasts themselves: six “rockumentaries” on DeeJay TV capturing the music Negrita played and the characters they met. The broadcasts were supported with:- A customised website offering exclusive advance content. - Promos on Radio DeeJay.

The campaign rocked! After ‘Jack on Tour’, sales of JACK DANIEL’S rose by 6% - in a declining market.

Post-campaign surveys tracked both awareness and engagement levels. In the core 25-34 year old male target:- 53% were aware of the campaign - 58% of those who specifically recalled the tour “liked it very much”- 53% felt it was “very consistent” with JACK DANIEL’S brand personalityThe campaign generated 3 million impressions on the JACK DANIEL’S home page, and 42,000 fans joined Facebook’s ‘Jack on Tour’ page.