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.
Pepsi Co
Pepsi Pass turned QR scans on UK and Ireland cans into a six-month stream of games, challenges and rewards, creating a sustained value exchange that drove repeat engagement and delivered high-signal consumer insights.
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