|Title||J.D. Track Mats|
|Campaign||J.D. Track Mats|
|Business Sector||Spirits, Fortified Wines|
|Story||There’s nothing like discovering new music. Local acts. Fresh talent. Future legends. So we’ve created a new way for you to find them: J.D. Track Mats – downloadable singles from breakthrough bands, printed on limited edition bar mats.|
|Philosophy|| Jack Daniel’s have always been big supporters of grass roots music. So when they decided to sponsor the MAMA group of music venues (Camden Barfly, Kentish Town Forum, etc.) they asked us to find a way to leverage that sponsorship to really support up and coming local artists. Part of the sponsorship deal included branded beer mats in all the venues. We put the two together to create Track Mats. |
Each Track Mat is like an old fashion single, with track artwork on one side and details about the track and the band on the reverse. And each mat enables anyone with a mobile to download that track straight away, using a QR code, short URL or NFC (a chip is embedded in each of the Track Mats), for free. Three different Track Mats, featuring three different bands are released each quarter. With the bands donating their tracks for free in return for increased exposure.
The Mat Dock
Once we realized we could put NFC chips into the Track Mats, we quickly also realised we could create other devices to read them. And so the Mat Dock was born. Essentially a tabletop player for the Track Mats. Insert any one of the Track Mats into the slot on the top and it will read the NFC chip and start to play the associated track. Entirely designed and built in house, we created six in total to generate PR and be given away in competitions.
|Problem||We wanted to find a way to bring up and coming local artists to a bigger audience. Bearing in mind Jack Daniel’s target market of 18-29 year olds, mobile was always going to be key. So we asked ourselves ‘How can we get new music on our target market’s phones?’|
|Result|| A great, on-going, cost effective way for Jack Daniel’s to deliver real support for local music. And to bring exciting new bands to the attention of a wider group of music fans.|
To date over 2000 tracks have been downloaded via the responsive website.
The site has an average dwell time of over 9 minutes.
The campaign has received significant PR coverage in magazines like NME.