In a holiday campaign for Jack Daniel’s we decided to celebrate what many of us have most likely experienced countless times … the horrible Christmas gift. We created an online contest where consumers could submit a photo of the worst gift they’ve ever received. The best of the worst won some pretty terrific prizes — a hand-knit Jack Daniel’s ugly Christmas sweater or a sled made from the used staves of an actual whiskey barrel.
100,000 USER SUBMISSIONS
Once people took a photo, uploaded it to social media and tagged it with #itsthethoughtthatcounts, it was automatically submitted and added to our online gallery. There everyone could vote on the best of the worst. Total submissions? Almost 100,000. That’s a lot of horrible gifts.
HANDMADE CONTEST PRIZES
Contest prizes included a hand-knit Jack Daniel's Ugly Christmas sweater, complete with bottle snowflakes, barrel houses and mistletoe cuffs. Additionally, we created 7 limited-edition "whiskey sleds.” Built from the charred staves of actual whiskey barrels and painted by hand, the sled was fully functional and even housed a bottle of whiskey at the tail end.
