Jack Daniel’s Crowd-Funded Brazilian Birthday Concerts

To celebrate the brand’s 162 anniversary, Jack Daniel’s is rolling out a series of crowd-funded gigs in Brazil.

This crowd-funded initiative, in which Mr Jack himself was purportedly the first fan to sign up and bank roll 50% of the cost of the concerts ($72,000), sees the brand launch a joint initiative with crowd-funding music organisation Playbook to raise the other 50% of the gig costs through music fans themselves.

Officially inspired by the back-story that the legendary (and sometimes mythical) Mr Jack kept a house full of musical instruments for his guests to play (despite not being a musician of any kind himself), this project sees the brand and the online funding platform offer 340 refundable tickets at $ 200 and a further 10 refundable tickets with an open bar at $ 400, in order to raise the additional $75,000 needed to stage the shows.

The shows themselves are slated to take place in a new São Paulo music venue and will feature New Zealand’s ‘Ladyhawke’ and Swedish group ‘I’m From Barcelona’.

As with most crowd-funded projects, if the collaborative funding does not reach 100% of the target the initiative will be cancelled and pledged donation will be fully refunded. To help ensure that this doesn’t happen, those who do sign-up for tickets and pledge their own cash are give the social media tools to further spread the word about the concerts on Facebook and Twitter.

Comment:

This is part of the brand’s wider initiative to reach out to younger consumers and echoes some of the facets of other Latin American brand-led music initiatives such as Mexico’s Bandtastic with the additional of a brand partnering on the project in order to generate good will among the target audience.

Links:

www.playbook.com.br/show-case/jack-and-roll/