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  1. Production & Strategy
  2. Experiential Marketing, Activations & Sponsorships

How Jack Daniel’s Took Its House Party on the Road

The whiskey brand reconstructed its latest activation for a two-night stay in New York.

Michele Laufik
July 12, 2017

In February, during the N.B.A. All-Star Weekend in New Orleans, Jack Daniel’s debuted its House No. 7 activation, a rowdy good time inspired by the Tennessee man behind the brand. The event kicked off the whiskey brand’s multiyear marketing partnership with the basketball league.

But the “house” really is more like a mobile home, and it recently traveled to New York as part of the N.B.A.’s first-ever N.B.A. Awards show, which was held June 26 in Basketball City at Pier 36 in New York. The brand reconstructed its playhouse in a warehouse space at the Brooklyn Navy Yard for a two-day event that took place on June 28 and 29.

Like the New Orleans event, guests were able to sip on Jack Daniel’s specialty cocktails, learn about whiskey making, and explore kitschy rooms such as a pillow fight area and a karaoke room inspired by a bachelorette party. Basketball-related elements included a locker room with a photo booth that featured a lot of sporty props, roaming roller derby girls in co-branded jerseys, and an on-stage cannon that shot swag into the crowd.

At the New York event, former N.B.A. player John Starks made a surprise appearance, and a Jack Daniel’s branded basketball court featuring trick-shot talent was a new addition to the “house.”

“We were tasked with highlighting the partnership between Jack Daniel's and the N.B.A. in a way that felt true to both brands and showcased the natural fit of the brand partnership. We focused on the fan experience of the N.B.A. and drew parallels to the hometown pride each brand exhibits in their own way,” said Laura Magill, account director for the Jack Daniel’s account at Mirrorball, the experiential marketing agency tasked with creating the House No. 7 activation.

House No. 7 is an evolution of the brand’s original Motel No. 7 concept, which was also created by Mirrorball. “House No. 7 took Motel to the next level. In combination with the surprises and the exploratory nature of the motel guest rooms, House gives life to Jack Daniel's specific experiences, creating the perfect balance needed for a well-rounded brand experience—all under one roof,” said Magill. “We've created ‘Jack's House,’ aligning with the bold and independent nature of the brand.”

More than 3,700 guests attended both nights of the New York event. The next stop will be San Francisco on August 11 and 12, and then Los Angeles for the 2018 N.B.A. All-Star Weekend in February.

A locker room featured a photo booth with a lot of sporty props.
A locker room featured a photo booth with a lot of sporty props.
Photo: Amy Pollock
Similar to the New Orleans event, retro hotel-inspired decor elements like luggage carts and suitcases adorned the entryway.
Similar to the New Orleans event, retro hotel-inspired decor elements like luggage carts and suitcases adorned the entryway.
Photo: Amy Pollock
Guests received R.F.I.D. wristbands that photographers could swipe throughout the night, sending photos to the guest’s registered email address.
Guests received R.F.I.D. wristbands that photographers could swipe throughout the night, sending photos to the guest’s registered email address.
Photo: Amy Pollock
The stage featured illuminated whiskey barrels that pulsated to the music.
The stage featured illuminated whiskey barrels that pulsated to the music.
Photo: Amy Pollock
An area equipped with virtual-reality headsets transported guests to the Jack Daniel's distillery in Lynchburg, Tennessee.
An area equipped with virtual-reality headsets transported guests to the Jack Daniel's distillery in Lynchburg, Tennessee.
Photo: Amy Pollock
Instead of a ball pit, guests could jump into a pile of fluffy pillows, as a nod to the hotel theme.
Instead of a ball pit, guests could jump into a pile of fluffy pillows, as a nod to the hotel theme.
Photo: Amy Pollock
Stylists were on hand to provide haircuts and styling services for guests.
Stylists were on hand to provide haircuts and styling services for guests.
Photo: Amy Pollock
At the New York event, former N.B.A. player John Starks made a surprise appearance, and a Jack Daniel’s branded basketball court featuring trick-shot talent was a new addition to the “house.”
At the New York event, former N.B.A. player John Starks made a surprise appearance, and a Jack Daniel’s branded basketball court featuring trick-shot talent was a new addition to the “house.”
Photo: Amy Pollock
Appropriately, the basketballs were stored in whiskey barrels.
Appropriately, the basketballs were stored in whiskey barrels.
Photo: Amy Pollock
Guests could join a bachelorette party and sing some karaoke tunes.
Guests could join a bachelorette party and sing some karaoke tunes.
Photo: Amy Pollock
Guests could perform tasks to earn drink tokens with help from the roaming chambermaids.
Guests could perform tasks to earn drink tokens with help from the roaming chambermaids.
Photo: Amy Pollock
Nelly and Wyclef Jean were the headline performers during the two-night event.
Nelly and Wyclef Jean were the headline performers during the two-night event.
Photo: Amy Pollock
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