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Top 6: August 17th 2016
Interactive
Jack Daniel's: JackDaniels.com
Top 6: August 17th 2016
Jack Daniel's redesigned their global website JackDaniels.com, celebrating the legacy of storytelling, which has been at the heart of the brand since it began in the hills of Tennessee more than 150 years ago. Agency: FCB Chicago.
Bringing into practice the brand's storytelling approach in a digital format, users will encounter unique touches throughout such as cinemagraphs that personify the slow-paced way of life in Lynchburg, TN, home of Jack Daniel's, and long-form written stories that give consumers the details for which they visit the site. Users can also find a 360 video tour of the distillery, discover sought after drink recipes and can interact with a time-lapse video that highlights the brand’s signature charcoal-making process. Of equal importance to sharing our brand’s rich history, stories and unique whiskey-making process is the ability for markets around the world to customize the site experience for local consumers. A CMS was built that powers the content of the site, allowing markets to add or remove products, add translated copy and build pages for local programs, contests or sweepstakes. Since no additional site development is needed, this model is opening the door for smaller markets across the globe to provide consumers locally relevant digital experiences; the past model was often cost-prohibitive both in terms of basic brand content updates and local program additions.
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