September is Jack’s Birthday
01.09.09
Iris London called upon Sponge to provide a mobile solution to celebrate Jack Daniel’s birthday in September 2009.
Combined with on-trade activity, Jack Daniel’s drinkers were able to celebrate with Jack and possibly win a prize via a viral ‘Pass the Parcel’ mobile application.
The application was all-inclusive, with all known UK handsets supported either with an iPhone, Java or Mobile Internet experience. This on-trade promotion offered Jack Daniel’s drinkers the chance to win t-shirts, tickets to the JD Set concert or a mobile wallpaper.
Drinkers received a gamecard with unique code when purchasing from participating bars. By texting this code to Jack Daniel’s, users received a wrapped parcel to their handset, which could be unwrapped to either reveal their prize or instructions to pass the parcel to a friend.
