Step into The Verse: Jack Daniel's Virtual Reality Revolution
Brand: Jack Daniel's
Date: Sep 2023
Overview
As a brand that has long stood at the intersection of craftsmanship, authenticity, and innovation, Jack Daniel's wanted to push new boundaries and create immersive brand experiences. In 2023, Jack Daniel's launched The Verse, its first-ever immersive virtual reality experience, elevating its renowned urban art and Hip Hop program, Art, Beats + Lyrics into the metaverse. This groundbreaking digital destination combined urban art, Hip Hop culture, and cutting-edge technology, allowing fans from around the world to engage in a next-gen, phygital celebration of music and art. Through its partnership with Spatial.io, Jack Daniel's created a unique immersive commerce solution that transported visitors to a world of Afrofuturism, blending music, art, and virtual performances in an entirely new format.
Explore the spaceChallenge
Bringing Urban Art and Hip Hop to Life
in an Immersive Virtual Space
The Art, Beats + Lyrics program had been a cornerstone of Jack Daniel's Tennessee Honey's brand identity, showcasing and supporting diverse artists since 2004. However, as the program continued to grow, Jack Daniel's faced the challenge of scaling its reach while retaining the intimate, experiential engagement that made the program special.
They needed a solution that could celebrate the transformative power of art and music on a global scale, without losing the authenticity and personal connection with their audience. The goal was to take this celebrated event to new frontiers and engage audiences across different platforms and create a memorable experience that was both immersive and accessible.
Solution
Creating an Immersive Brand Ecosystem with Spatial.io
In response to this challenge, Jack Daniel's partnered with cultural ad agency "IW Group" and Spatial.io to create The Verse, an innovative virtual experience that transports visitors to a dynamic world of urban art, Hip Hop culture, and cutting-edge technology. This next-gen immersive experience features works from over 30 diverse artists and offers multiple interactive attractions, including a virtual concert by the acclaimed fusion band Phony Ppl.
Through a seamless omnichannel experience, visitors can access The Verse on any connected device. Whether desktop, mobile, or VR headset, the Spatial SDK helped make The Verse an inclusive cross-platform journey.
By leveraging Spatial.io's immersive technology, Jack Daniel's successfully created a vibrant, interactive market activation that celebrates Hip Hop culture while offering fans a phygital connection to the brand.
Result
Jack Daniel's, The Verse served as a trailblazer in immersive marketing, blending music, art, and technology to attract tens of thousands of global visitors. By offering a fully accessible, cross-platform experience, Jack Daniel's Tennessee Honey redefined brand engagement in the metaverse, establishing itself as a leader in immersive commerce and next-gen brand experiences.
Millenial Audience Reach
%
Average Session Time
m
Uplift in Site Conversion
%
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Quote
"Art, Beats + Lyrics is proud to work with Jack Honey to take our amazing partnership to the next level and offer fans virtual experiences that would be impossible to execute in real life. This new platform allows us to showcase digitally-native artists and their work in immersive and mind-bending new ways."
Jabari Graham,
Founder and Co-Producer of Cult Creative
"By honoring Hip Hop culture, The Verse serves as a reminder of the transformative power of art and music, instilling hope and inspiring positive change within the community and beyond. This virtual art gallery and music experience will showcase Jack Honey's commitment to pushing the boundaries of innovation while remaining true to our core values of upholding authenticity and passion."
Keenan Harris,
Jack Daniel's Tennessee Honey Brand Director
"We are thrilled to present this revolutionary experience to our audience. By fusing the worlds of Jack Daniel's Tennessee Honey, music and technology, we are bringing an unparalleled platform for our fans to connect, celebrate and experience our first-ever virtual concert!"
Phony Ppl (band)
Key Information
Key Information: Jack Daniel's
Jack Daniel's Tennessee Honey launches The Verse, an immersive virtual reality experience, extending its Art, Beats + Lyrics program. The Afrofuturism-inspired world showcases Black and diverse artists, blending Hip Hop and innovation.
Key features
- Exclusive virtual performance by Phony Ppl, using AI-powered markerless motion capture.
- The Verse accessible through mobile, tablet, desktop, or VR headset via the Jack Daniel's website.
- Curated art exhibition spanning two levels with over 80 pieces from 30+ artists, including Polo Silk, Marryam Moma, and Tim Okamura.
- Additional experiences: fan meet-and-greet, virtual fireside chat, 50th anniversary Hip Hop panel, space elevator to outer space, zero-gravity tubes, and Honey Lounge for socializing.
Statements from key figures
The Afrofuturism-inspired world showcases urban artists and the intersection of Hip Hop and innovation, with a virtual concert by Phony Ppl using AI-powered motion capture technology.
The Verse is accessible on mobile, tablet, desktop, or VR headset via the official website.
- Jabari Graham (Cult Creative) emphasizes the opportunity to showcase artists in mind-bending, immersive ways.
- Keenan Harris (Jack Daniel's) highlights The Verse's goal to bridge art, music, and tech, inspiring positive change.
- Phony Ppl shares excitement for the virtual concert, combining music, technology, and fan connection.
The Experience Includes
Statements from key figures (Jabari Graham, Keenan Harris, and Phony Ppl) highlight the platform's ability to connect fans, artists, and music in innovative, immersive ways.
Jack Daniel's continues to lead in pushing boundaries with digital experiences that blend art, music, and technology.
- A curated art exhibition with 80+ works from 30+ artists, including Polo Silk, Marryam Moma, and Tim Okamura.
- Additional features like a fan meet-and-greet, virtual panel, homage to Hip Hop's birthplace, space elevator, zero-gravity tubes, and Honey Lounge for socializing.
