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Jack Daniels turns to 2D barcodes and mobile marketing in quest to see Jack’s birth declared a national holiday

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Infamous US rye whisky Jack Daniels has started a campaign to have the brewer’s birthday declared a national holiday to celebrate the 160th anniversary of old Jack’s birth – and it is recruiting supporters to this noble cause using 2D barcodes that can be read by mobile phones.

The Back Jack campaign is using 2D barcode technology from JagTag to let mobile users gain access to campaign news, branded (brandy-ed? Ed) videos and to sign the petition.

JAGTAG mobile barcodes are featured throughout the campaign on in-store signage at national retailers, the campaign’s press microsite (, as well as Jack Daniel’s campaign banners and promotional pins used by the “Back Jack” tour bus when it visits 10 cities, including Cincinnati, Nashville and New York, en route to the US Congress in Washington, DC.

Consumers can snap and send a photo of the Jack Daniel’s branded JAGTAGs with any camera phone to receive the official campaign video and see how many others have signed the petition, updated in real-time by JAGTAG’s API. To ensure all content reaches the proper audience, JAGTAG’s age-verification technology is seamlessly integrated in the campaign.

“For our ‘Back Jack’ initiative, we wanted to engage fans nationwide to join our petition drive and add their signatures, and JAGTAG’s technology enabled us to reach the largest mobile audience possible,” says Jennifer Powell, U.S. Brand Manager for Jack Daniel’s. “By using JAGTAG mobile 2D barcodes, we can share exclusive content with the right audiences and offer supporters the chance to celebrate Mr. Jack’s birthday.”

JAGTAG works on all camera phones and across all major wireless carriers in the United States without requiring users to download an application to reach 90% of all mobile users. Jack Daniel’s is leveraging JAGTAG mobile 2D barcodes to involve and interact with supporters nationwide through a multi-faceted campaign that provides participants with real-time updates.

“We’re helping Jack Daniel’s develop a campaign that can deliver exciting campaign videos and real-time updates from their petition drive to a mass mobile audience,” says Ed Jordan, CEO of JAGTAG. “By partnering with JAGTAG, Jack Daniel’s is making it possible for everyone with a cameraphone to ‘Back Jack’ and join in the effort to make Jack Daniel’s birthday a national holiday.”

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