The Chairman of the Board and the pride of Lynchburg were close friends. To celebrate Frank Sinatra’s 100th birthday, we created The Toastmakers—a mobile-first, Instagram-powered campaign inviting Old No. 7 drinkers to raise a toast to Ol’ Blue Eyes.
We invited influencers and celebrities to participate, supported by targeted 15-second Instagram films that extended the campaign into the feeds of a new generation of whiskey drinkers.
Within five weeks, the campaign generated more than 1,700 entries, taking Jack Daniel’s from an also-ran to the most-followed whiskey brand on Instagram.
