Jack Daniels celebrates 154 years via interactive TV
Jack Daniels has entered the Interactive Television arena, following the medium's recent successes for clients such as BMW, Ford and Toyota. To commemorate Jack Daniels' 154th birthday, the company has taken ownership of Channel 74 on DStv to provide viewers with an interactive service that includes a virtual tour of the Jack Daniel's distillery and a competition to win a Harley Davidson Fat Boy motorcycle.
Conceptualised and powered by Oracle Innovision, (part of Oracle Airtime Sales), viewers are first exposed to the competition during a Jack Daniel's promotion across all the DStv channels. A voice-over call to action during the commercials drives viewers to Channel 74 for further options. These include access to details about the Jack Daniel's manufacturing process and the history of this world-renowned Tennessee whiskey.
The competition element involves the viewer being taken on a Jack Daniel's distillery tour and asked to answer a question based on each stop visited. After every 3 stops the viewer is given an opportunity to enter the SMS competition for the Harley and has three chances to win.
In addition, viewers who enjoy the smooth taste of Jack Daniel's can find out about various promotional parties that are taking place throughout the country during September.
"Interactive Television takes advertising to a completely new level, increasing response rates, awareness, sales and return on investment," says Oracle Innovision's Sean Fairless. "Research out of Australia shows that the impact of interactive advertising is three times that of the single flighting of a commercial."
Fairless goes on to say that the versatility of the medium allows advertisers to establish databases via competitions, send out samples to opt-in viewers and generally use Interactive TV for brand enhancement. "I believe we have only begun to scratch the surface of the potential of this medium," he concludes.
