Jack Daniel’s Opens World’s First Crowdsourced Bar

Working with the Sydney, Australia-based Arnold Furnace agency, Jack Daniel’s recently launched The Bar That Jack Built, a campaign with a social media call to action to celebrate the brand’s 164th birthday.

In August, the brand began reaching out to fans from its Facebook page with a video that urged people to share their big ideas and opinions for a chance to win some Jack and to see the finished product.

The effort brought together carpenters, welders, electricians, chefs, printers, artists, musicians, laborers and videographers from all walks of life together under one roof for the six week building period. Also crowdsourced was the making of two of the campaign’s 5 content films.

Of the effort, Arnold Furnace ECD Tom Spicer said, “This has been one of the most rewarding projects I’ve ever been involved with. So many people went the extra mile in their generosity – like Ash from Hired Gun TV productions who shot and edited two films for us in literally two days. Or the Fumes who flew down from Queensland under their own steam to play — and gave us the soundtrack for this film, all for the love of Jack and creativity.”

The actual bar was built at Sydney’s Technology Park and everyone who donated either materials, time or ideas received bottles of Jack Daniel’s and a ticket to the event. Now that’s not a bad reward for hammering a few nails and painting a few walls.

Here’s the campaign launch video:

Here are the two videos Hired Gun created:

And here’s the celebration during the opening of the bar:

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Steve Hall

Steve Hall is a marketing professional, publisher, writer, community manager, photographer and all-around lover of advertising.