JACK DANIEL'S MOTEL NO 7
Creative direction behind Jack Daniel's Motel No. 7, a multi-channel marketing concept modeled after a fictitious roadside motel, where the lines between the real world and the imaginary blur.
Components included overall concept development, team management, branding, style guide, engagement ideation and execution, renders, spatial design, set design, interior design, experience design, character development, web design, and social.
Despite being the largest whiskey brand in the world, in recent years, Jack Daniel’s has experienced increased competition from underdog craft and import whiskeys. This is especially true in younger demographics, Millennial consumers who often eschew big brands and instead offer their loyalty to underdog brands that provide more personal, individual engagements. The brand needed to connect with consumers by digging into its roots and reigniting the spirit of independence that made it iconic in the first place.
Motel No. 7 was a concept born out of Jack Daniel's illustrious history with rock-and-roll and the life of a musician on tour. The motel lifestyle intrigued myself and team at Mirrorball, providing a unique thematic base for us to structure a fantasy world for our guests to explore with the brand. One that blurred the line between fantasy and reality, drawing on the glam, glory, and guts that underlie the inner rockstar in us all.
PLANTING THE SEED
The journey began online as invitees began to find out about the event through geo-targeted Facebook posts – tongue-n-cheek short clips featuring motel amenities such as complimentary wake-up calls and turn-down service. Clicking on the ad guests were redirected to the motel website, prompting them to "book now" to reserve their stay.
MEET THE STAFF
We created faux social media profiles for event staff leading up to the event, inviting guests to get a sneak peek of the madness to ensue. "Jake the Janitor" and "Dani the Maid" could be found both online and at the actual event in weeks following and had hundreds of followers by the event's close.
At the front desk, guests received an RFID “keys” for their stay – scannable at countless immersive photo experiences. Through these keys, guests were able to personalize their adventure for social sharing. Over 100 actors played numerous roles bringing the motel to life: uniformed bellhops, roaming leather-clad maids serving signature cocktails, a roller derby team, as well as the now well-known Jake-the-Janitor and Dani-the-maid.
Snaking down the motel hallway guests could find live recordings with actual musicians, a pillow room filled with 2500 pillows, a secret speakeasy with a live lounge singer, hip-hop room to learn some moves, a heavy metal room where they could jam out hard-core on the bed, the bachelorette suite equipped with for bachelorette singing their favorite karaoke tunes, and even a winter wonderland hidden behind the door of a motel ice machine. A 90’s-inspired techno room offered the celebrity experience as specially recruited guests entered to a chanted chorus of their name before being directed behind turntables and a giant red button that created a spectacular base drop - complete with nitrogen blast, strobe lights, and confetti.
One special room contained a wedding chapel hosting official weddings courtesy of the ordained Andrew WK with real jack Daniels fans getting married sourced through a Facebook open call. After tying the knot, couples joins our motel manager and the master distiller on stage to raise a glass to Jack to start the final celebration.
THE MAIN STAGE
Inspired by the barrel houses down in Lynchburg, TN, this stage utilized over 60 authentic Jack Daniel's whiskey barrels to make up the backdrop of the night. Individually programmed LED rope lighting and overhead neon sign helped create a powerful scape to house A-list talent for the nights of the events.
Over 10k guests “checked-in” to Motel No.7 over the course of 4 nights with 29k pictures shared and over 50M impressions. During the events #MotelNo7 became the top trending hashtag. This epic experience filled with music, alluring characters, and a free-spirited vibe resonated with loyalists, increased consideration among occasional drinkers, and inspired a renewed perception among the Millennial crowd. Here the line between real world and rock fantasy blurred, drawing upon the glam, glory, and guts that underlie the inner rockstar in us all.
PROJECT COMPLETED WHILE EMPLOYED BY MIRRORBALL AGENCY NYC.