Jack Daniel's: a year-round fan club.

Jack Daniel's hosts its own events on its own platform, with no third-party ticketing: early bird, phase 1 and 2, VIP and VVIP tickets, bundle deals such as buy one get one free, local payment gateways, and points and credits for every purchase and check-in. Every ticket sale adds to the CRM, with real-time reporting.

Tickets are not static email attachments. Buyers assign them to friends by WhatsApp, email or SMS; the friend registers and accepts; a dashboard shows each ticket as pending or accepted, and an unused ticket can be revoked and reassigned. Every ticket is tied to a registered person, so attendance is verified and nothing goes to waste.

Each member has a wallet, topped up by card or credited by tickets that include a cash component. At events, drinks, food, merchandise and activities are paid with the passport or an NFC wristband: no cash, no queues, less risk of theft or fraud, and every transaction on record for reporting.

Each member gets a personal invite link to share by WhatsApp, email, SMS or social media. When the friend registers and verifies, both earn points and credits, with bonus rewards for milestones such as five friends. A referral dashboard tracks each invite as pending, accepted or verified.

The brand builds surveys in the dashboard, from a single poll to a full questionnaire, and sends them to members by level, region or behaviour. Members earn on completion; results show in real time. A sample question: how do you usually drink Jack Daniel's? Neat, on the rocks, with a mixer, in a cocktail or as a shot.

Weekly or monthly challenges, such as a shooter challenge or “strike a pose”, ask members to post a photo or video on their own Instagram, Facebook or TikTok, tag Jack Daniel's and use the challenge hashtag. Posts are checked daily; approved ones earn points and credits and appear on the club's challenge feed.

The brand's Facebook, Instagram and X feeds show inside the club. Following a page, verified by logging in to that network, earns 500 points and 500 credits. Sharing a Facebook post within 24 hours of publication earns 25 + 25; liking or reposting on X earns 10 + 10. The 24-hour window keeps sharing fresh and stops spam.

Jack Daniel's-branded games, built for the brand, in the web app and the native apps. Players earn points and credits for playing and scoring well, scores feed the leaderboard, and new games can arrive every month to keep the club fresh.

One admin system runs everything: email, SMS, WhatsApp and push campaigns; the social feeds; events, tickets, payments and the passport; points, credits, levels, badges and the leaderboard; rewards, photo campaigns, surveys, polls and games; users, statistics and data export. Branded emails are built from templates, personalised with each member's name, level and points, scheduled, targeted by location, gender or interests, and tracked (sent, opened, clicked, unsubscribed).

Promoters log in for their shift, check in at the venue by GPS and are paired with a co-promoter. They take a full-length selfie in uniform and a photo of the display, so brand standards are checked on the spot. Customers scan the promoter's QR code to buy Jack Daniel's shots by cash or card, and can tip. Each shot bought is one spin on a spin and win game, with free shots, merchandise, event tickets or vouchers to claim from the promoter. Live leaderboards rank promoters by sales; a GPS check-out ends the shift with a digital cash-up.

A digital sales force of real fans. Online managers recruit and run teams of online promoters, who sell event tickets through social media, WhatsApp, email and their own networks. Each promoter has a unique link and promo code that gives the buyer a discount; managers earn commission on their team's sales, paid monthly and recorded in the system, so every sale and payout is tracked.

At events and activations, a photographer with a camera or a roaming promoter with an iPad captures photos or video. Guests pick a favourite and a Jack Daniel's frame; the promoter sends it by SMS link or to an NFC wristband. To download it, the guest registers, and registering gives one free spin for an instant prize. Customers buy a Jack Daniel's to have their photo taken, and every share to social media earns points and credits.