Jack Daniels x AB+L | Experiential Marketing 101
Jack Daniels has it’s urban audience figured out!
Over the weekend, I had the pleasure of checking out a FREE urban art and music exposition down the street from my neighborhood. The event is a traveling tour entitled Art Beats +Lyrics and is held by Jack Daniels in partnership with Cult Creatives.
This event was flawless! Free admission. 2 Complimentary Jack Daniels drinks. And an amazing, experience. The event brought the Jack Daniels brand to life!
It reminded me of what a time it is to be alive!
What the heck is AB+L about?
It’s all about urban experiences. From music to barber shoppin’.
In all actuality, the best way to describe it is by using an animal: GOAT. That’s what. A case study on an experiential marketing success.
No like for real. But it’s a traveling urban art and music exhibition founded by Cult Creative. Special shout out to Jabari Graham(producer) and Dwayne Wright(curator) the behind this tour.
According to them, “the driving force behind AB+L is the curating. The show is designed so that audience can interact within this ‘space’ and ultimately leave feeling inspired.”
It’s All About the Experience
Experiential Marketing is about curating unique 1:1 experiences that provide your targeted audience an opportunity to interact with your brand.
How was Jack Daniels able to do so through AB+L? They provided an interactive evening that included the following experiences that appealed to their targeted audience: Black and Brown consumers.
- Digital Graffiti: Folks were able to take photos after painting(digitally) graffiti on a white board.
- Barbershop: Yes, fellas were actually getting their hair cut at the event.
- Cigars: They had cigars on deck. You could get one dipped and chopped for you to partake on the patio or save for home.
- Bar: Each guest was given 2 complimentary drinking tickets for their signature cocktails mixed with Gentleman Jack or Jack Honey. After tickets were used, you could get any drink at $4 or $5 depending on the alcohol choice.
- Live DJ: The DJ and band was lit! A couple hours into the evening, the experience began to change and became more focused on the music experience. From local hits to No Limit to Migos…we were covered.
- Concert: 8Ball & MJG concluded the night.
- Art Exhibit: Throughout the event the intersection of black culture and art was on display. The exhibit covered the main space and felt like you were experiencing a black culture museum live in person. They paid homage to our favorite figures and up and coming urban artists. This experience provided us an opportunity to interact with the exhibits as well.
Conclusion: Experiential Marketing Objective
The objective of an experiential marketing event is quite simple: build brand loyalty.
It is left to be determined what their targeted measurable outcomes were for the event but based off of what I know, they now have an experience and over 5,000 existing and prospective clients to target down the line.
The concluded the event with an awesome follow up:
I can’t speak for the others, but they now have at least one loyal one in me!
