Jack Daniels, the popular brand of whiskey, made March Madness a little more exciting this year, and made one person very happy with a sweepstakes prize good for a trip to Las Vegas to celebrate the 2015 March Madness. This was a sweepstakes conducted via text marketing, and Jack Daniels is one of the latest brands to fair well with this new and exciting form of text marketing.
All together there were eight rounds of exciting prizes for fans to win. The promotion was aimed to bring awareness to Jack Daniels, and the fact they now offer text and email databases.
The Senior Brand manager of Jack Daniel’s Lynchburg, TN, store, said that the majority of the brand’s engagement was via social media and cell phones. Thus, text marketing only made sense.
This March Madness promotion allows consumers to enter the contest once per day by texting a special keyword to their short code. Consumers are also asked if they would like to opt-in for more messages during the promotion. The campaign was integrated with Twitter and Facebook, and offered lots of fun in addition to the prizes, challenging consumers to pick the winners of the games.
One method that was used to get more consumer interaction on social media and via text was with the use of promotional codes, giving consumers an extra entry into the contest.
Jack Daniels really knew what they were doing going into this campaign, and they really hit the nail on the head. They integrated social media, their largest method of consumer interaction, with smartphones, fun and free stuff! The campaign provided the brand the chance to build their marketing list and social media presences well.
This isn’t the brands first go round with text message marketing. In 2010 and in 2011 they conducted campaigns geared toward mobile users as well.