Something novel and fun during ACL 2017 was Jack Daniel’s “Lynchburg General Store.” It was a 5-day pop-up in downtown Austin. If you like Southern cooking, enjoy whiskey, and needed a haircut, it was the place to be.
Jack Daniel’s selected the following options for their campaign:
Driver branding and Driver-for-hire, from our Driver engagement menu. The pedicab drivers were provided Jack Daniel’s-branded t-shirts, and they provided free rides for 5 to 6 hours per day for 5 days, for a total of 80 hours.
Jack Daniel’s had originally planned that all 3 of the pedicabs would be stationed at the Austin Motel, south of the river and 1.4 miles away from the General Store. They revised their plan so that 1 pedicab would be stationed north of the river, near the Texas State Capitol.
A Jack Daniel’s brand ambassador worked alongside the pedicab drivers at the Austin Motel. Her job was to “approve” all of the passengers traveling from the Austin Motel to the General Store. Until the 1 pedicab relocated to the North Congress Avenue staging area, the free rides were only provided from the Austin Motel to the General Store; the pedicab drivers were not allowed to provide free rides to anyone else from anywhere else.
Their campaign is part of our Alcoholic beverages portfolio.