Jack Daniels Distillery is celebrating its 150th Anniversary on October 8th. In order to ring in a century-and-a-half in style, the whiskey brand launched a worldwide “Barrel Hunt” that gives away free trips to the Distillery in Lynchburg, Tennessee.
They’re spreading the word of the Barrel Hunt by posting clues on their Facebook page, as well as using sponsored ads on Facebook to target their intended age-appropriate audience. Jack is “inviting” people to come celebrate by hiding 150 barrels – filled with prizes and the trip to visit – in cities all across the world. Each contests begins with photos and intricate clues as well as a unique password posted on the Facebook page. To win, you must decipher the clues, locate the barrel, and once found, you must touch the barrel and state the password. First clues are posted at 4p.m. in the particular city’s local time – so get to Facebook and start hunting.
The Scavenger Hunt method is engaging and exciting for consumers (of age). Celebrating something like 150 years should be something that is buzz-worthy, and Jack Daniel’s showed us they know how to gear up to celebrate.