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Macro Mondays -- deception
Sometimes, it's all about context. Yes, that's a real, frozen bottle of Gentleman Jack in the background, but the shot glass in the foreground is filled with diluted, room-temp flat Coke. The shot glass is matte to give it a nice, fake frozen condensation look. ha!
In November 2011, DVL helped our client, Jack Daniel’s, launch “Operation Ride Home,” the first national effort to assist servicemen and women and their families travel home for the holidays. The distillery partnered with the Armed Services YMCA of Fort Campbell for the effort, and in honor of the base’s storied 101st Airborne Division, the campaign began with a $101,000 donation. Funds from the donation paid for plane tickets, gas, hotels and other essentials for these junior enlisted soldiers and their families who had the desire, but not the means, to make it home for Christmas.
In addition to our client’s generous donation, DVL helped set up a consumer donation website to collect funds from the public who wanted to help out.
The campaign kicked off with a strong media push resulting in more than 35 million audience/impressions during the holiday season, including an in-studio appearance with one of the soldiers and his family on Fox & Friends. Through the effort, Jack Daniel’s was able to help raise awareness from the general public and collect more than $25,000 in additional contributions to help send 242 soldiers and their families – for a total of 668 people – home for the holidays.
Due to the overwhelming success, Jack Daniel’s has asked DVL to further expand the program for the coming year.
Assistant Account Executive
Catherina assists multiple account teams in media relations and strategic communications initiatives. Since starting at DVL, Catherina has gained experience with clients in the food and beverage, retail, automotive and healthcare industries. In her free time, Catherina enjoys exploring the creative side of Nashville and has a serious passion for all things fashion. B.S. Mass Communication, focus in Public Relations and minors in Marketing and English, Middle Tennessee State University.
I had to armwrestle Andrea to get a bearing on how strong Krista is since I've never armwresteld girls before
Every September, Jack Daniel's launches a new program to celebrate Mr. Jack's birthday. Since no one knows the exact day in September when Jack was born – birth records were likely lost to fire or the passage of time –the brand activates a multi-faceted campaign encouraging consumers to celebrate Mr. Jack's birthday all month long.
In 2011, the idea was birthed to co-brand with Guinness World Records and attempt breaking not one, but seven records to kick off the month of September, a play off the whiskey's "Old No. 7" moniker.
An early challenge was not only finding seven records feasible to break, but to also locate records that were true to Mr. Jack--edgy, original and unique. After much thought, the following record attempts were identified:
Most bottles played (bottle orchestra)
Fastest time to build a 20 shot glass pyramid
Largest glass bottle mosaic
Largest Bottle of Scotch/Whisky/Whiskey
Most people blowing out candles simultaneously
Most contributions to a greeting card
Largest gathering of people born in the same month (September)
This event required a high level of precision due to its nature of multi-tasking requiring the DVL team to simultaneously plan an event, engage consumers, gain media attention and execute seven record- breaking attempts following GWR guidelines.
While we set out to break seven records in one day, the brand is more than thrilled to be the record-holder of six Guinness World Records. That "Old No. 7" is still as elusive as ever!
Media coverage surrounding the birthday campaign, the event and the GWR achievement totaled more than one million media impressions, exceeding the set goal and increasing awareness of the history, heritage and lore of the Jack Daniel's brand and Mr. Jack, the man. Coverage was secured in numerous regional and national media outlets including USA Today, The Today Show, Yahoo! News and ABC World News Now.
Our record-breaking quest would not have been possible without the engagement and support of devoted Jack fans. Digital consumer engagement hit a high when the Jack Daniel's Facebook page received 4,016 new likes on August 31, 2011 and 10,980 new likes on September 1, both days of GWR-themed posts. In total, the Jack Daniel's Facebook page received 86,118 new likes over the month of September.
Overall, not only did we meet our specific PR objectives, we also met and exceeded the overall birthday program objectives. The best part is the brand's bragging rights as the holder of six Guinness World Records.
Covers another gem a 1931 Ford Model A " Jack Daniels Whiskey " Hot Rod Truck that was at a Hot Rod Show in Victoria. Got to love that old wooden Whiskey Barrel.
Taken at Numurkah, Victoria in 2010.
Brenda Romero/Producción - Daniel Parra/Retoque Digital - Juan Antonio Lievano/ Dirección de Arte - Hector Baracaldo/ Asistente de Producción - Carlos Rojas/Asistente de Iluminación - Maquillaje/Carlos Londoño - Peinado/Carlos Camacho - Modelo/Vanessa Cortés - Fotógrafo/Carlos Becerra Silva. www.agenciadeimagenes.com/flashversion/
SINULOG BLAST OFF 2013
Cebu Grand Convention of Cebu
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