NME Radio In Jack Daniel’s Cross-Platform Deal

NME Radio has secured a major cross-platform deal with whiskey label Jack Daniel’s to celebrate the birthday of its founder with a series of gigs throughout September.

The integrated campaign, brokered by Universal McCann, will see NME Radio host Jack Daniel’s Birthday Sessions every Tuesday and Thursday during September from 4-5pm.

The sessions will be filmed along with backstage green room interviews which will then be housed on a Jack Daniel’s dedicated micro channel via NME.COM.

Advertorials will also run every week in NME magazine promoting the sessions and bands involved.

The final week of activity will see NME Radio run a drivetime promotion to give away tickets to the Jack Daniel’s Birthday JD Set held at the Jack Daniel’s distillery in Lynchburg, Tennessee.

The partnership was developed by NME Radio sales executive Sophie Cottington, Nick Heales, press account director at Universal McCann and Louise Snowball brand manager of Jack Daniel’s UK.

Adam Morton, account director at Universal McCann, said: “As highlighted by our success at the Radio Advertising Awards, at Universal McCann we are constantly looking to push the boundaries within radio and associated platforms.

“This integrated partnership continues in that vein and truly harnesses the strengths of both the Jack Daniel’s and NME brands which have obvious synergies.”

Paul Cheal, publishing director of NME, said: “This is a perfect example of NME’s multiplatform strategy increasing the number of creative opportunities for advertisers to engage with passionate music fans.”

IPC Media: 0870 4445000 www.ipcmedia.com