Jack Daniel’s is offering free music downloads with new interactive bar mats to support small music venues as part of their JD Roots campaign. The campaign is an ongoing music platform celebrating local artists and small music venues.
The new coasters, called ‘track mats’, carry the Jack Daniel’s branding and many have already been delivered to venues with a second roll-out in May. The coasters carry a QR code which consumers can scan with their smart phone to be directed to Jack Daniel’s dedicated music website, www.jdroots.co.uk, where they can access tracks from fresh talent on the UK music scene.
Michael Boaler, Brand Manager at Jack Daniel’s said, “We wanted to build on the success of the JD Roots campaign, which we have established over the past two years, by offering small music venues something new for 2014. The new interactive track mats have proven to be a great way of engaging both existing brand fans, whilst continuing to demonstrate the brands investment in unsigned talent.
The new initiative will be supported by POS kits for venues which will include bar runners, optics and t-shirts to promote sales.