Jack Daniels and Yahoo Creative Studios have launched an Augmented Reality (AR) NFT campaign in Australia, featuring collectible music from Australian local bands, gift vouchers, and a trip to a Jack Daniels distillery. The AR experience invites users to explore their local areas to find AR crates filled with rewards. Upon discovering an AR crate, users receive a digital collectible stored in a custom digital wallet created by Jack Daniels. These collectibles unlock exclusive content, including behind-the-scenes videos, songs, and album details. Users can mint the collectibles on the Polygon blockchain and transfer them to the OpenSea NFT marketplace.
The partnership between Yahoo Creative Studios and Jack Daniels emerged from an open pitching process involving over 15 agencies. The brief sought to push boundaries and explore innovative ideas. Yahoo’s winning pitch focused on crafting a fun, age-restricted game for consumers aged 21-29. Spanning five national cities across Australia, the campaign will target high-traffic areas near music venues and nightlife hotspots.
The AR NFT campaign aims to revive the excitement of physical music releases and forge a more personal connection to the music for younger generations. The AR experience is reminiscent of Pokemon Go and will engage users with mobile formats, Yahoo-owned brands, and TikTok. The campaign hopes to create a buzz in Web3 and AR experiences with the opportunity to win a trip to Tennessee or other valuable prizes. Jack Daniels and Yahoo Creative Studios hope that the combination of music, whiskey, and exclusive rewards will captivate consumers.
In conclusion, the Jack Daniels AR NFT campaign is an innovative approach to making music releases exciting and engaging for younger generations. The campaign showcases music from Australian bands Winston Surfshirt, Stand Atlantic, and Psychedelic Porn Crumpets. The AR experience invites users to explore their local areas, and the collectibles unlock exclusive content that builds a personal connection with the music. With the opportunity to win a trip to Tennessee or other valuable prizes, the campaign is set to create a buzz in Web3 and AR experiences.