As an existing NBA sponsor, Jack Daniel's was struggling to get people to pay attention.
Fans in the mentality of visiting an NBA game weren't naturally making the connection to Jack Daniel's.
Instead of trying to play in their world, invite them to play in ours.
Introducing the Jack Daniel's Legends NBA camp. We invited consumers to enter a sweepstakes where the prize was a trip to a hands-on basketball camp at the Jack Daniel's distillery in Lynchburg, Tennesee. A place to play b-ball with NBA legends and a place to learn legendary whiskey-making secrets.