Jack Daniels and Yahoo Creative Studios have teamed up to create an exciting NFT campaign in Australia, featuring augmented reality (AR), collectible music from local Australian bands, gift vouchers, and even a trip to the Jack Daniels distillery. The AR experience, reminiscent of Pokemon Go, invites users to explore their local areas to find AR chests full of rewards.
When users discover an AR chest, they receive digital holdings stored in a custom digital wallet created by Jack Daniels. These collectibles unlock exclusive content, including videos, songs, and behind-the-scenes album details. The campaign features music by Australian bands Winston Surfshirt, Stand Atlantic, and Psychedelic Porn Crumpets.
Users can mint the holdings on the Polygon blockchain and transfer them to the OpenSea NFT Market. Joe Cocker, director of innovation and creative studios for Yahoo ANZ, said the campaign aims to revive the excitement from physical music releases. With 2,000 tracks ready, the collaboration hopes to forge a more personal connection to music for younger generations.
The partnership between Yahoo Creative Studios and Jack Daniels grew out of an open bidding process that involved more than 15 agencies. Dimitra Tasopoulos, Senior Brand Manager of the Jack Daniels Family of Brands, explained that the brief sought to push boundaries and explore innovative ideas. Yahoo’s winning bid focused on crafting a fun, age-restricted game for consumers ages 21-29.
Jack Daniels Web3- AR Campaign Strategy
“I remember when bands released bands and people lined up to buy them. They could see the cover art and open it up to see the lyrics. That’s something the younger generation isn’t happy to discover.” Because things feel less private when the song is broadcast than when you own it,” Dimitra Tasopoulos said. the Game You will engage users with mobile formats and Yahoo and TikTok-owned brands. Digital out-of-home advertising will be pivotal in increasing consumer engagement with the campaign. QR codes strategically placed on billboards can help draw users into the game, ultimately encouraging them to interact with brands in the real world.
The campaign extends across five national cities across Australia, targeting high traffic and visitor areas near music venues and nightlife hot spots. Tassopoulos stressed the importance of including diverse locations rather than just focusing on trendy neighborhoods. By placing drops in areas where people frequent live music and nightlife venues, the campaign aspires to reach a wide audience.
Although it remains to be seen if the campaign will have the same impact as Pokemon Go, Jack Daniels and Yahoo Creative Studios are hopeful that the mix of music, whiskey, and exclusive rewards will captivate consumers. With the chance to win a trip to Tennessee or other great prizes, this groundbreaking campaign is set to create a stir in Web3 and AR experiences.
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