The brief

Create and fulfil a prize pool of aspirational music-themed trips and experiences for Jack Daniel’s 2020 ‘All Access with Jack’ promotion, to run in Tesco stores nationwide

The solution

Winners were given the chance to design their own music tour, with a choice of itineraries taking in some of America’s most iconic music cities. Possible stops included the jazz capital of New Orleans, the home of the blues in Memphis, the Rock & Roll Hall of Fame in Cleveland, and the hip-hop hub of Atlanta. Winners could choose from self-drive itineraries in a stylish campervan, or opt to relax with itineraries by private taxi and long-distance train.

All itineraries ended with a stay in Nashville – the original Music City – from where they could enjoy a day trip out to tour the iconic Jack Daniel’s distillery in Lynchburg. They also enjoyed a live music gig of their choice in each city, as well as luxury hotel accommodation and spending money.

Plus, 25 lower-tier winners won an overnight hotel stay in a UK city of their choice, including tickets for a gig at one of Britain’s most legendary live music venues!

The promotion achieved a redemption rate of 19% (against an industry average of 0.5 – 3%), suggesting that Jack Daniel’s customers love a road trip as much as we do!

Do you need help with prize management? Get in touch via our enquiry form or give us a call on +44 (0)20 8871 9959 and we’ll show you what we can do!