case studY

Jack Daniels at Home Depot Backyard

The Goal

Jack Daniel’s sought to amplify its brand presence during the Falcon's homes by creating a memorable, recurring tailgate experience.
The objectives included:

  • Engaging fans with unique, interactive brand activations.
  • Highlighting Jack Daniel’s innovative approach to experiential marketing.
  • Strengthening community connections through authentic, shareable moments.

Our Approach

We partnered with Jack Daniel’s to design and execute a high-energy tailgate activation that seamlessly integrated the brand into pre-game tailgating excitement. The strategy combined innovative AI technology, immersive design, and a focus on authentic fan engagement.

jump to the numbers

1

ENVISIONING

Ideation & Scope of Work: Our vision for the Jack Daniel’s activation centered on creating a space that reflected the amplified atmosphere of a tailgate while showcasing the brand’s commitment to innovative engagement. Key elements of the scope of work included:

  1. Render Imagery: THREEE Marketing created detailed renderings to present to the client before the build-out, ensuring alignment on the creative vision.
  2. Tailgate Design: The activation featured a 6-person build-out team tasked with creating an inviting and dynamic environment, including:
    • An AI Print Station as the creative gem of the activation
    • A photo booth for social media-amplifying moments
    • A branded bar serving Jack Daniel’s beverages

2

EXECUTING

Production Manual & Reconciliation: The activation was brought to life through meticulous planning and execution. Highlights included:

  • AI Print Station: This interactive feature, a bold idea turned fan-favorite, allowed guests to complete a short questionnaire about their preferences, which then generated a unique, Jack Daniel’s AI-created image based on their answers. Their custom designs were printed on high-quality rally towels for a fun, interactive and lasting brand experience.
  • Creative Team: Black House Brands captured photos and videos, emphasizing the excitement and community surrounding the experience.
  • Immersive Elements: The layout and design ensured a seamless flow of traffic, engaging fans at every touchpoint while maximizing brand visibility.

3

EMPOWERING

Metric Recap: The activation’s success was measured by the engagement it generated, as well as its ability to deliver on Jack Daniel’s objectives:

  • Fan Engagement: The AI Print Station was a standout hit, with hundreds of attendees participating in the interactive experience.
  • Brand Awareness: The activation was highly visible in the bustling Home Depot Backyard, leaving a lasting impression on fans.
  • Social Sharing: The photo booth and custom merch encouraged attendees to share their experiences online, amplifying Jack Daniel’s reach.

Attendees​

The Home Depot Backyard at the Mercedes-Benz Stadium

Location

10-person team

Team

7 Home Games

Duration

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Zillow
Click here

The World Games 2022

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