Jack Daniel’s

Making a brand from 1866 relevant in the digital age.

Back Jack

To celebrate the 160th birthday of its founder, Jack Daniel, we created Back Jack. This was a grassroots petition to have Congress declare September as Mr. Jack’s birthday. The campaign was promoted through online media and supported by on and off-premise point-of-sale. SMS codes and JagTag QR codes delivered a campaign video and drove people to a Facebook petition app.

Through the app, we were able to collect digital signatures and engage with fans. During the course of the campaign, we delivered over 11.5 million social digital impressions while the media support served an additional 74.3 million impressions. The list of names was printed and presented to Congress. And while it hasn’t yet been declared a national holiday, we did celebrate with one heck of a party.


Jack Daniel’s wanted to create a new tradition for the holidays and send a message of warmth from the people of Lynchburg, TN. So we used digital, mobile and interactive out-of-home to allow the larger community of Jack drinkers to come together and build a virtual Barrel Tree. People from across the country could visit the holiday site, tag a barrel with a holiday message and add it to the ever-growing tree. In 28 markets across the country, we created interactive building projections for two weekends in December. People could walk up and use their phones to add a barrel to the tree and watch it animate on the wall.
Slingshot also partnered with the PR agency to create Operation Ride Home, a program to help send soldiers home for the holidays. In honor of the 101st Airborne Division at Fort Campbell, the brand donated $101,000. Additionally, consumers donated over $25,000. To support the program, Slingshot proposed creating a limited-edition holiday product. Jack Daniel’s Holiday Select was created, a small batch 100 proof offering. It was an instant collector’s item and sold out within weeks.


During their years as a sponsor in NASCAR, Jack Daniel’s wanted to grow their fan base. No other sponsor brands, especially spirit brands, were providing an inside look at their race teams. 

Slingshot proposed that we create a 360-degree in-depth look at the craftsmanship that goes into the race team to engage their core audience to spend time with the brand.

We created Jack’s Track, a 3D digital experience that allowed people to see the racecar in the garage, on the track, and in the pit as well as explore facts, photos, and video interviews with the driver and crew chief. The end result was an amazing experience for race fans, with visitors spending an average of 5 minutes and 55 seconds on the site.

Slingshot began digital work for Jack Daniel’s in 1996 and helped the brand in its first online marketing efforts. We’ve built and managed sites for Old No. 7 Tennessee Whiskey as well as the complete line of products including the introduction of Gentleman Jack and Jack Daniel’s Single Barrel, and developed global sites for the Jack Daniel’s Family of Brands. Tell me more about this project.

Jack Daniel’s

Web Design, Social Media

Consumer Packaged Goods

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