The Jack Daniel's Instagram Campaign Honors Founder's Birthday
Meghan Young — May 14, 2014 — Lifestyle
References: jackdaniels & marketingmagazine
The selfie has become so powerful, it is now being encouraged for marketing purposes, a prime example being the Jack Daniel's Instagram campaign. To properly celebrate the birthday of the whiskey brand's founder, this campaign wants consumers to photograph themselves raising a glass in his honor and share the images on their Instagram account using the hashtag 'JacksBirthday.'
Created by integrated agency Communicator, the Jack Daniel's Instagram campaign is not only celebratory, it is ultimately social. By bringing fans together, it creates an amiable environment online that provides only positive feedback for the brand. Interestingly, Richard Southon, director at Communicator, notes, "[T]he campaign will show how brands don’t need to be ‘in’ the conversation to be a core part of it."
Created by integrated agency Communicator, the Jack Daniel's Instagram campaign is not only celebratory, it is ultimately social. By bringing fans together, it creates an amiable environment online that provides only positive feedback for the brand. Interestingly, Richard Southon, director at Communicator, notes, "[T]he campaign will show how brands don’t need to be ‘in’ the conversation to be a core part of it."
Trend Themes
1. Selfie Marketing - Encouragement of selfie marketing as a powerful tool for promoting brands with celebratory content.
2. Interactive Social Campaigns - Consumer engagement through interactive social campaigns designed to bring fans together and promote positive feedback on their platforms.
3. Founder-focused Campaigns - Development of campaigns that honor brand founders as a way of achieving a positive brand image on social media platforms.
Industry Implications
1. Alcohol - Alcoholic beverage industry can benefit from campaigns that encourage fans to celebrate brand founders through shared selfies on social media platforms.
2. Marketing - Marketing industry can offer social campaigns that create engagement between fans and brands by promoting celebratory content and positive feedback online.
3. Social Media - Social media platforms can offer innovative and interactive marketing campaigns that encourage user engagement and positive feedback for brands such as those honoring brand founders.
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