150th Anniversary Barrel Hunt
Jack Daniel’s
Goal:
Celebrate the distillery’s 150th Anniversary with a global activation.
Drive brand engagement and connect audiences to Jack Daniel’s heritage.
Challenge:
Create a worldwide campaign that feels authentic to the brand’s unchanged identity.
Inspire participation across diverse global markets.
Action:
Hid 150 prize-filled barrels in secret locations around the world.
Released vintage-style photo clues via Facebook for participants to match to modern-day locations.
Produced videos, posters, and social content to fuel participation.
Results:
203M earned media impressions
10% growth in global fans
11% increase in global engagement
122M consumers reached
