Case Study: Jack Daniel's Music Reporter

Created by The iPlatform on Fri 5th Aug 2011

Jack Daniel's Music Reporter is an application built for Jack Daniel's as part of its campaign to connect with fans from all over the world. Jack Daniel's wanted to be able to hear festival experiences straight from fans and celebrate live music.

iPlatform worked with ArnoldKLP to create the Jack Daniel's Music Reporter Facebook application that runs both on PC and on mobile. It allows users to share their live music experiences, search for relevant reports, and comment or vote on existing content. Users could report on their very own live music stories, as they happen, by uploading text, photos or videos from festivals and gigs.

One of the most powerful functions of your business' Facebook Fan Page is the ability to display one view to fans, and another view to non-fans (Maya Grinberg, Wildfire). Showing fans and non-fans different content is key to convincing non-fans to like your page by showing them what they're missing by not being fans. Using strong visual branding, Jack Daniel's created a compelling fan-gated landing page to entice non-fans.

Facebook Pages accrue fans as a result of many different clusters of connected people becoming fans. The single most important action that creates these clusters is when a user becomes a Fan and broadcasts this action to their friends' news feeds (Gesundheit! Modeling Contagion through Facebook Newsfeed). In order to achieve this, iPlatform built an application that can even pull in status updates from Facebook Users' Wall feed after users have signed up to the app. Every report for Jack Daniel's is an optimisation of Facebook News Feeds to pass fans' words on to friends, friends of friends, and so on.

iPlatform also built an algorithm which displays a range of content types relevant to the user. Users will be able to select areas they are interested in and the page will then display data which matches these preferences. Show your fans what they like to see and they will stay for more. Using Facebook, Jack Daniel's fans were given the opportunity to be an official Jack Daniel's reporter, air their views and engage with other fellow fans of music and Jack Daniel's alike during the festival season of Jack Daniel's On Tour in 2011.

As part of the report-generating process, the application captured data from fans for future promotions and used the Jack Daniel's Tennessee Whiskey Facebook Page to drive awareness of other Jack Daniel's activities. Over 1,400 reports were created following the app's soft launch, bringing over 1 million fans to the global Jack Daniel's Page in less than a month, doubling their fan size in total. From the initial start of the Jack Daniel's global Page, the app slowly gained momentum throughout the other Jack Daniel's European Market Pages, spanning from the Netherlands to Lithuania and more.

The majority of users come from the United States, followed by Netherlands, United Kingdom, Spain and Brazil. 66% are male and 29% are female, whilst 25 to 34 year-olds make up the largest proportion of Jack Daniel's Music Reporter users, at 40%. This is followed by 18 to 24 year-olds at 27.4%. The campaign proved effective in targeting the appropriate age group of fans and responsible drinking respectively.

With 2,158,003 fans and counting, Jack Daniel's Tennessee Whiskey is one of the top most popular alcohol brands on Facebook.