The AR Music Drop That Took Over Australia
Jack Daniel’s turned five Australian cities into a mobile music hunt where fans chased AR Music Drops, unlocked exclusive artist content and collected digital rewards. The experience fused exploration, music culture and next-gen collectibles, giving Jack Daniel’s a fresh way to connect with younger audiences through high-energy, mobile-first engagement.
This is a real global first for Jack Daniel's; it is our first venture into the Web3-powered internet. The brand has a long history of supporting music, and this campaign is a sensational example of pioneering a new way for artists and fans to connect."
The Mission
Jack Daniel’s didn’t need more awareness. They needed relevance. Younger consumers already knew the brand; what they lacked was a modern way to connect with it. The goal was to create an experience that lived inside real culture; something mobile-first, music-led and built to turn curiosity into measurable results.
The Experience
Music Drop transformed Sydney, Melbourne, Brisbane, Adelaide and Perth into an interactive playground. Fans followed a live map to find Music Drops placed throughout each city and collected them through WebAR. Every drop unlocked exclusive content from rising Australian artists: backstage clips, lyric sheets, voice notes and studio moments that made the experience feel personal and collectible.
Some drops revealed drink vouchers or entries to win a trip to Tennessee. Others delivered limited-edition Music NFTs that fans could hold or trade, creating ongoing engagement beyond the activation. The campaign was amplified through DOOH, digital media, creator partnerships and artist-led storytelling that carried the experience across social platforms.
The Results
Turns out, if you turn a city into a scavenger hunt, people show up and they stick around.
- 8,000 players explored the experience.
- 3min 35s of average dwell time.
- 7,400 prizes claimed.Millions of impressions across DOOH, digital and social.
The takeaway is simple. Give fans something worth unlocking and they’ll ask for more. Jack Daniel’s walked away with a new playbook for next-gen engagement and a louder presence in Australia’s music scene.
Samsung
Samsung activated their Olympic CSR mission inside My Olympic Rewards, the official Paris 2024 fan engagement platform, enabling fans to move, create and solve challenges while generating measurable participation, first-party insights and stronger performance than traditional sponsorship formats.
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