The Code of Jack

A National promotion in support of its Jack Daniel's, this contest initiative encouraged consumers to submit suggested rules for life to be included in a "Code of Jack."

A judging panel selected 20 finalists to be subjected to public voting. The entrant who receives the most votes will win a trip for two to Lynchburg, TN, the location of the Jack Daniel's distillery. The promotion also included on-premise activities in 70 bars located in Vancouver, Calgary, Toronto, Montreal and Quebec City. At each participating bar, promotional workers conducted a series of events during which consumers will encouraged to enter the contest via iPad. "The Code of Jack promotion is really a perfect blend of the old and the new, resulting in a completely fresh and innovative brand activation program for Jack Daniel's," said Rick Shaver, vice-president of The Hive.