Arnold and Jack Daniel’s launch “Toastmakers,” an Instagram campaign created to honor the brand’s biggest fan, Frank Sinatra, through a series of toasts from Nov. 2 to Dec. 12, 2015, the 100th anniversary of Sinatra’s birthday.

A first for Jack Daniel’s, Toastmakers comes to life through a comprehensive 6+ week long Instagram campaign that features a contest and a number of celebrity content partners that were brought on board to spread the word and join in the toast to Frank. Some of the celebrities participating in the program include music artists Brendon Urie, Butch Walker and Scott Bradlee.

People can enter the contest and toast Frank through a few simple steps:

  • Checking out the 12 different Toasts to Frank, which will be posted on the and @JackDaniels_US Instagram account
  • Making a Toast to Sinatra by capturing a video or photo of their Toast
  • Sharing it on Instagram with the hashtag #ToastSinatraContest

The contest winner and four friends – the “Pack” – will win a night out on the town in Los Angeles, where they’ll get outfitted with a new tux/dress and have dinner at one of Frank’s favorite restaurants. Then they’re off on a helicopter ride for two nights in Las Vegas. A truly Sinatra-style weekend celebration.

Additional Resources

Adweek coverage: Jack Daniel’s Toasts Frank Sinatra on Instagram, and Hopes You Will Too

MediaPost coverage: Jack Daniels Wraps Up Sinatra Campaign With Social Push

Visit the Toastmakers site