The Hive Strategic Marketing readies Legendary Mash event
By Adnews Staff
The Hive Strategic Marketing of Toronto is developing a promotional event for Brown-Forman Beverage which will take place at the Jack Daniel Distillery in Lynchburg, TN from April 10 to 13. The event will take the form of a concert for 400 people called the "Legendary Mash." The attendees, from 29 countries, won their tickets through various contests and promotions. Performers will include the Black Rebel Motorcycle Club, Hard-Fi and Carbon/Silicon, along with nine acts who won local battle-of-the-bands events. The Hive is the international agency-of-record for Jack Daniel's Music. "Jack Daniel's has a long history of connecting with consumers through its support of live music," said Rick Shaver, vice-president of the agency. "In Legendary Mash, the brand goes a step further in that we've designed a unique, branded experience that all Jack Daniel's drinkers who love music would want to be part of and that those who attend will talk about for years to come." The agency has spent a year preparing this initiative.