Jack Daniel’s supports UK music with ‘interactive’ mats


Jack Daniel's beer mats bleechJack Daniel’s is building on its links with the UK’s music scene with “interactive” beer mats that offer free downloads.

Bacardi Brown-Forman Brands is offering the “track mats” to small music venues as part of its ongoing music campaign, JD Roots, which celebrates local musicians and small venues.

The new activity, running in February and May, has been created to drive brand awareness of the American whiskey and to engage drinkers in outlets.

Each set of track mats will provide the choice of three different tracks from three different emerging artists.

Used like normal drinks coasters, they feature QR codes which, through a QR reader on smartphones, directs consumers to the brand’s dedicated music website, www.jdroots.co.uk.

Building on the role of music venues as the “roots” of live music, each track mat will feature a brief description of the band, including where they started out and the venues they played in.

The mats generated a 45% increase in visitors to the JD Roots site during a three-month trial last year.

They form part of new point-of-sale kits for small music outlets which also include bar runners, Optics and T-shirts.

Michael Boaler, brand manager at Jack Daniel’s, said: “We wanted to build on the success of the JD Roots campaign, which we have established over the past two years, by offering small music venues something new for 2014.

“The new interactive track mats have proven to be a great way of engaging both existing brand fans whilst continuing to demonstrate the brand’s investment in unsigned talent.

“Jack Daniel’s has a history of supporting music since Mr Jack himself formed The Silver Cornet Band to entertain the Lynchburg community, and we believe this new activity will continue to unite the brand with music lovers across the country.”

JD Roots is an all-year-round platform which brings some of the biggest names in indie music and some of the country’s most iconic music venues together.

Jack Daniel’s will be continuing to support the UK music scene with more activity due to be announced shortly for 2014.


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