Jack Daniel's is celebrating its 150 anniversary this year and to kick off the festivities, the brand is offering a worldwide liquor scavenger hunt dubbed The Jack Daniel's Barrel Hunt. The scavenger event is a global affair that encourages consumers to attempt to find dozens of hidden liquor barrels located in well known cities. Consumers that find the barrel are able to keep it and also win other prizes such as beverage kits.
The scavenger hunt is a great way to bridge the connection between the Jack Daniel's brand and its global network of consumers. The hunt integrates social media by utilizing Facebook as the place where the company releases clues as to where the barrels are hidden. From there, consumers can track them down to win prizes and a part of Jack Daniel's history.