2. Jack Daniel’s (138)
Jack Daniel’s scooped second place but fell into the ‘gifted’ category by repurposing its ‘Bartender’s Tale’ content for Facebook, fuelling growth to the 5m fan milestone, the highest site traffic registered by L2's Digital IQ index.
L2 describes the April 2013 launch of ‘What is the Order?’ for Gentleman Jack as a “flash of genius” – with TV ads starring Titus Welliver from Lost and a microsite with a cocktail section that allows users to sign-up for a membership card, befriend the ‘Order’ (as a sort of unofficial society) and access exclusive offline events.
Gentleman Jack’s Facebook page grew by one third during the campaign, and three TV spots on netted 200,000+ views on YouTube within a month of their release.