Jack Daniel's Reaches Adults in NYC with Time-Targeted OOH in a Regulated Market
- adiller2
- 5 days ago
- 2 min read
Updated: 1 day ago
Jack Daniel’s, the emblematic and long-standing Tennessee whiskey brand, hosted a free public performance by 5X-GRAMMY-nominated, chart-topping artist Shaboozey at NYC’s Terminal 5 in Manhattan. To promote this 21+ cross-country music series encompassing music, culture, and community, Jack Daniel’s agency Wasserman worked with PJX Media to initiate time-of-day-triggered OOH campaigns as well as guerrilla wild postings in New York City.
NYC is known for being a walkable city like posters are known for being an age-old way to promote concerts. So, this was the perfect market and industry vertical to use wild postings as part of this out-of-home advertising campaign. 50 street-level guerrilla wild postings were installed in key areas of NYC.
This OOH campaign also included digital liveboards of various sizes in Manhattan Station. Jack Daniel’s required a highly strategic approach due to updated MTA policies regarding alcohol advertising. While new regulations now permit alcohol ads on subway liveboards, they are restricted to specific hours to limit exposure to children commuting to and from school.
To ensure compliance and maximize impact, we purchased the digital liveboards using a specialized platform that allowed for programmatic-like scheduling with priority access. We precisely scheduled the Jack Daniel's OOH digital ads to run only during the approved, non-school commute windows, ensuring we reached our adult audience effectively while adhering strictly to the new regulatory constraints. This captured commuters heading home from work as well as captured the attention of people going out to enjoy the nightlife with friends.
In the spirit of Jack Daniel’s tagline “make it count”, PJX Media intended to do just that by negotiating great rates and securing placements throughout 1,800 screens across 150 stations, which estimates upwards of 1,450,000 impressions!
These placements went live at the beginning of September. Check out some of the images below.
When an ad is seen is just as important as where an ad is seen. With the abundance of out-of-home advertising inventory in NYC like billboards, hand painted walls, wild postings, digital screens, and more plus compliance and stipulations depending on a brand’s industry, it is imperative to work with experts in OOH that know the nuances of this channel.
We can help secure placements that make the most sense for your brand and your budget. Submit your RFP to PJX Media to launch a strategic and striking out-of-home campaign.