Jack On Tour 2011 is a multichannel branded content format that engages people on stage, backstage, on the road, online and on a rock magazine. 540 bands, who signed up online, are challenged on the best Italian rock stage in 5 rounds. At the end of the road show, the winning band would have travelled along the Route 66 with the Afterhours, the symbolic Italian underground rock band. Mile after mile, note by note, the story became a television show aired on Deejay TV, channel 9 DTT (6 episodes 42 minutes each), and a CD attached to XL magazine (published by Gruppo L'Espresso, 1 of the main publisher in Italy) with 8 songs recorded in the best recording studios on Route 66.

The format engages people on stage, backstage, on the road, online and on a rock magazine accordingly to the aspirational Rock spirit evoked by the Jack Daniel's world.

-540 bands signed up online -6,000 people at the concerts-6 TV episodes aired on Deejay TV from November 23rd with an overall of 1,000 minutes-25,000 copies XL magazine distributed.-5 radio interviews with the Afterhours and the best emerging finalist bands.