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iKineo ups the ante with the launch of The Jack Daniel’s Auction House

For a brand that has built its popularity on taking an unhurried approach to life, Jack Daniel’s is surprisingly innovative. Their latest offering is the Jack Daniel’s Auction House which is a central online presence that engages, unites and rewards Jack Daniel’s consumers for simply doing what they do best: being a loyal friend of Jack Daniel’s.

iKineo, Jack Daniel’s CRM partner of five years, is the brainchild of this unique programme and Barbara Joffe, iKineo Account Manager, says, “The initiative drives consumers from a variety of touch points such as: stores, email, SMS and venue promotions to the Auction House. Here, they can redeem their Jack Dollars (the virtual currency) and use them to bid on the numerous Jack Daniel’s items that are up for auction.”

As per the standard bidding system, the person who has made the highest bid when the auction house gavel falls gets the prize. The items are constantly being refreshed and include goodies such as Jack Daniel’s leather jackets, poker sets, branded clothing – and more recently – a bottle of Gentleman Jack. The first bottle of its kind to be released in SA.

Given that the Auction House programme employs multiple technology platforms and channels, it took significant effort from the Jack Daniel’s partners and SA, UK and US brand teams to make the Auction House a reality.

Joffy Senekal, Brand Manager for Jack Daniel’s in South Africa, says, “In addition to the bidding room, the Auction House also acts as a platform via which we communicate promotions, special offers and more. We are very happy with the steady activity growth among friends of Jack Daniels since its recent launch. We hope to see you online!”

Visit www.jdauction.co.za.