In the social media world, success only comes when your message is spread. Sharing of that message, rather than advertising it directly, is what drives most of the views to your ad or other content. This makes it so that the immediate goal of most social media campaigns is to get shares.
Social media sharing comes under many names, most of which depend on the platform in question. On Facebook, you want "likes." If it's Twitter, you're looking for "retweets." Other platforms use different names, but each has some method of sharing that is far better than the platform's other options.
Recently, Jack Daniels nailed this aspect of social media marketing so well that it broke its prior records for shares. Here's what they did:
Set Up an Entire Themed Venue
In the case of Jack Daniels, this was not a bar or distillery, but instead, a motel. "Motel No. 7," to be exact. Visitors "checked in" at the front desk and then were sent through a series of rooms and other areas each with their own themes. In these areas, 25 distinct "photo shareable" attractions were set up. These put the visitors into scenes that they would naturally want to post on their social media accounts. One example was a hair salon where visitors picked their styles by spinning a wheel-of-fortune type selector. It was almost instinctual for the people to post these eye-catching scenes.
Included Themed Peripherals
One such peripheral was the "Bung" donut shop. The donuts were infused with whiskey, but the old-timey set were what made it so photogenic.
A few aspects of the extravaganza were more directly related to the Jack Daniels brand and its actual product. There was a limited-seating discussion on whiskey-making by one of its master distillers, a history area focusing on music photographer Jim Marshall (who is connected to the brand), and Kevin the Barrel Maker who demonstrated his craft. This cemented the association between the Jack Daniels band and the event.
Some advertising was still used. After all, a seed group of people have to see an event before they can start sharing its highlights. Jack Daniels generated hype by having two characters from the event promote it over social media channels. It also had a pre-event extravaganza including DJs, bands, and even a pillow fight. This drew people to come in and see the rest.
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