From reality TV star to creators of award winning campaigns, Toronto-based The Hive has definitely been stepping up their activities in the marketplace and its helping as they continue to bring in new business. Most recently the advertising agency helped to organize and execute the “Live at the Landmark” concert series and integrated marketing program all around the Jack Daniel’s brand. City stops included a trip to the 100-year-old Grand Central Terminal in New York City, the U.S.S. Midway, the historic Pearl Stable in San Antonio, the Playboy Mansion in Los Angeles, and Riverfront Overlook Stage in the shadow of The Gateway Arch in St. Louis.
“These locations have scale and have history,” said Jennifer Powell, Senior Brand Manager for Jack Daniel’s. “Basically, they have legend and lore associated with them much the same way Jack Daniel’s 150-year brand heritage does.”
“It’s hard to imagine a spirits brand that has as much of a genuine association with the American music experience than Jack Daniel’s,” said Rick Shaver, Vice-President of The Hive. “The notion that Jack Daniel’s is one of the only brands that could just as credibly host a rock concert on the U.S.S. Midway as in the Playboy Mansion played a huge factor in guiding our strategy.”
The goal of this integrated ‘Live at the Landmark’ marketing program was to help amplify local-market publicity and boost target audience awareness of a sweepstakes entry for free tickets to the signature events through a blend of PR, traditional paid media (print and radio) and social media, such as Facebook, Twitter, Instagram and YouTube. Additionally, the program has identified key influencers in each market to help drive awareness and get the word out about the Live at the Landmark events within their extended social networks.