Concluding the first 100 years of jazz, WildTurkey unveiled its possible future creating the first ever jazz composition with the help of artificial intelligence — Wild Turkey Future.

Context:

In Russia, WildTurkey stepped into jazz territory in 2017. The choice is based on the TA portrait as well as on local context. There’s a stereotype in Russia: if you’re a thinker, intelligent, well-raised person, you have to love jazz. The audience of this genre grows and becomes younger.

Connection to the product:

No excess water is the principle that unites WildTurkey bourbon and jazz. Even with liberties of improvisation, every note of a jazz composition holds a reach meaning. Jazz and bourbon are two American symbols whose stories are tightly-knit, the history of jazz is inseparable from the history of bourbon: both were persecuted, both never agreed to compromise, both flourished in speakeasy bars and both represent improvisation on traditions.

In 1917, for the first time in history, Original Dixieland Jazz Band has recorded jazz on vinyl. Exactly 100 years later, in 2017, the legendary bourbon brand, Wild Turkey, inspired by the jazz band, decided to become first too and created the jazz of the future with the help of artificial intelligence.

A neural network created by Russian mathematicians and trained with more than 100.000 musical compositions has generated a new melody which became the foundation of the first ever neurojazz composition – Wild Turkey Future.

On November 18th, 2017, the first ever jazz composition created with the help of AI was presented in Moscow. Vadim Eilenkrig, a renowned Russian trumpet player, used the melody to perform the jazz of the future. The created composition became a synthesis of traditions and innovations, modern tech and the human skill. Just as bourbon.

Wild Turkey Future, the first ever jazz composition created with artificial intelligence, blew up in the media and generated quality coverage with Wild Turkey branding, ignoring the dark market issue. 120 editorials and news pieces appeared in affinitive media (news, tech, lifestyle) completely for free. OTS of the campaign is 120 000 000 contacts with PR Value EUR 500 000.

With the help of an exciting news hook the Wild Turkey brand was able to attract the target audience, which has triggered the increase of sales. With the general decline of American whiskey (1%, Jul National, Nielsen), the sales volume of Wild Turkey grew +31% (Nielsen, Scantrack, Central Region, November 17 vs November 16). This is more than two times higher than the target volume.