Since 2019, Jack Daniel’s has been cementing its place in the reggaetón scene by showing consistency in the space and working with top acts. After working with Zion & Lennox in early 2022 and Wisin Y Yandel later that year, we have begun our partnership with reggaetón super producer, Tainy. Similar to our program with Zion & Lennox, we enlisted Billboard as our media publisher, again scoring 1 custom video, 1 Billboard IG Takeover, 3 editorials, social distribution highlighting the partnership and a related sweeps, and media publisher display ads.

With three planned audio experiences, we decided to shoot our Billboard spot at our first one in LA, just before Grammy Weekend. The first event was a full house at The Roxy and we are in the process of getting the video approved. The media plan with Billboard guarantees 2.5MM video views and 11.5MM impressions. The event and sweeps impressions are not guaranteed and will not be complete until late June. I’ll keep you posted as things progress.

A huge shout out to Keenan Harris and Fabricia da Silva for leading the campaign and Chris Saling for guiding me. Unsurprisingly, my responsibilities focused on the digital realm, mostly on website (RSVP and sweeps), paid social, and Engage 360 (our event data platform).