Jack Daniels, a leading whiskey producer, has unveiled a new Web3-focused campaign in collaboration with Yahoo Creative Studios, featuring Polygon-based digital collectibles and augmented reality (AR).
The partners will launch an AR mobile experience game, in five cities across Australia, allowing users to explore specific areas to find a “Jack Daniel’s crate,” akin to a Pokemon Go-style map-based game. These crates contain prizes such as gift vouchers, trips to Jack Daniel’s distillery, and NFT music tracks from three Australian bands: Winston Surfshirt, Stand Atlantic, and the Psychedelic Porn Crumpets. If someone finds a crate, they can mint it as a collectible on Polygon, and there are 2,000 tracks up for grabs.
Dimitra Tassopoulos, the senior brand manager for the Jack Daniel’s Family of Brands, highlighted that the brand sought to “push boundaries and look at doing stuff differently.” The whiskey maker enlisted its media agency, Starcom, to work on a digital, social, events, and out-of-home campaign, but with a focus on finding new and innovative ideas. The AR mobile experience game, based on Polygon’s blockchain, is an exciting step towards creating immersive experiences for customers that marry AR, digital collectibles, and blockchain technology.
As Web3 technologies continue to transform different industries, brands are increasingly looking for new ways to incorporate these technologies into their marketing and advertising campaigns. By working with Polygon, Jack Daniel’s is leveraging blockchain technology to provide its customers with new ways to engage with its brand, offering unique rewards that reflect its Australian roots, and fostering a new level of connection between its products and consumers.