The Hive

The Hive

April 15, 2013 13:23 ET

Toronto Marketing Agency The Hive Behind Jack Daniel's "Live at the Landmark" Concert Series

Canadian agency conceives campaign to tie iconic whiskey brand to great live music experiences at legendary American landmarks

TORONTO, ONTARIO--(Marketwired - April 15, 2013) - For its one of a kind, must-see concert series that kicked off last week at the 100-year-old Grand Central Terminal in New York City and continued with a show last night on the U.S.S. Midway in San Diego, Jack Daniel's Tennessee Whiskey turned to Canadian marketing agency The Hive to conceive, plan and execute a landmark program to showcase the legendary spirits brand's long-time association with American music.

Appropriately, the "Live at the Landmark" concert series and integrated marketing program, architected by The Hive, brings whiskey and music together at iconic American landmarks including Grand Central Terminal, 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 integrated 'Live at the Landmark' marketing program was designed to 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.

"The intent of the 'Live at the Landmark' program," said Shaver, "is to create a memorable local experience that everyone is talking about both leading up to the event and, hopefully, long after the show tears down."

Confirmed gig dates and landmarks include:

  • April 8, 2013 - New York City, Grand Central Terminal, featuring Okkervil River
  • April 14, 2013 - San Diego, U.S.S. Midway, featuring Black Joe Lewis & The Honeybears, benefitting the U.S.S. Midway Museum
  • April 29, 2013 - San Antonio, Pearl Stable, featuring Metric, benefitting Silver & Black Give Back
  • May 10, 2013 - Los Angeles, Playboy Mansion, featuring Delta Spirit, benefitting Operation Gratitude.
  • May 18, 2013 - St. Louis, Overlook Stage in the shadow of The Gateway Arch, featuring Eagles of Death Metal.

About The Hive

The Hive is an independent full-service advertising agency based in Toronto. Our clients include Coca-Cola, Mondalez, Reebok, Ontario Lottery and Gaming, Molson Modelo and Brown-Forman. We believe in Inventing What's Right: right for the client, right for the consumer, and whenever possible, right for the world.

About Jack Daniel's

Officially registered by the U.S. Government in 1866 and based in Lynchburg, Tenn., the Jack Daniel Distillery, Lem Motlow, proprietor, is the oldest registered distillery in the United States and is on the National Register of Historic Places. Jack Daniel's is the maker of the world-famous Jack Daniel's Old No. 7 Tennessee Whiskey, Gentleman Jack Rare Tennessee Whiskey, Jack Daniel's Single Barrel Tennessee Whiskey, Jack Daniel's Tennessee Honey, Jack Daniel's Tennessee Whiskey-Based Ready-to-Drink Beverages and Jack Daniel's Country Cocktails.

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