Promo Spotlight: Spirits rise as Jack Daniel's plans surprise party for 150th

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Marketer: Brown-Forman Corp., Louisville, Ky.

Effort: "Jack Daniel's 150th Surprise Party."

Agency: Encore Strategic Marketing, Toronto; Simmons Durham, St. Louis; Draft Worldwide, Chicago.

Twist: Brown-Forman is using the 150th birthday of legendary whiskey maker Jack Daniel's plus a shot of mystery as the basis of its largest consumer promotion ever. Starting this month, consumers can enter a sweepstakes to get their names on the "guest list" for private surprise parties for up to 1,000 people to be held in 23 U.S. markets through Sept. 10. Through sweepstakes entry via bars, radio, local print ads, Rolling Stone and jackdaniels. com, 181 consumers will win a trip for two to a special surprise party Sept. 30 in Lynchburg, Tenn., where Jack Daniel's is distilled.

Vital statistics: Co-sponsor Rolling Stone will award one expenses-paid trip to Lynchburg to one of its readers. The Sport & Social Clubs of the U.S. also is providing members with an additional chance to win a trip to Lynchburg.

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