The Netherlands is a very competitive and developed market regarding branded content. Public media owners are forbidden to create and or distribute branded content. Commercial networks for TV and Online media platforms are able to create a wide range of branded content solutions.

All content was distributed through Noisey and the VICE network, social media and syndicated via Discovery Channel. The bands also activated their fan base through their social channels. Besides traditional media the content was shown at Festivals where a special Future Legends stage was created.

Besides significant increase in sales (+19%), the content format delivered on brand perception – brand state- ment: Jack Daniels is a brand for young adults (+23%). The content format delivered over 900K views (Youtube, Noisey and pre-roll) and over 10 million contacts with the target audience.

That’s why next year Future Legends will continue as Jack Daniels’ most important asset in reaching young people. So it will continue to be what it has been since 1866: the most relevant and authentic brand in music history.