In a historic collaboration, whiskey producer Jack Daniels and Yahoo Creative Studios joined forces to offer users a futuristic experience by providing an exclusive collection of digital items designed with Polygon, as well as Augmented Reality (AR).
This is a special project because it works as a map-based mobile AR experience. In this way, users in five Australian cities can explore and walk through certain areas to find the “Jack Daniel’s Craters.”
Jack Daniel’s Craters are “surprise boxes” offering a variety of prizes, including gift certificates, tours of a Jack Daniel’s distillery, as well as NFT music tracks from three Australian bands: Winstin Surfshirt, Stand Atlantic, and Psychedelic Porn Crumpets.
During the campaign, the brand made 2,000 songs available to users, and if one of the users locates one of the boxes, they can register it as a collector’s item on Polygon.
“One of the goals of this campaign was to push the boundaries, and consider doing things differently.” So stated Dimitra Tassopolus, senior brand manager for Jack Daniel’s.
For the collaboration between Jack Daniels and Yahoo Creative Studios, a pitching process was convened, in which more than 15 marketing agencies participated.
One of the purposes of the campaign is to encourage the feeling of “nostalgia” by making users enjoy a trip back in time by reviving the excitement of CDs, vinyls and all those media in which music used to be consumed.