Jack Black Beer

citizens on, , each one voicing a bold In this brief, we had to create a Micro website for an alcohol brand, considering the fact that alcohol advertising in South Africa is slowly all becoming dark marketing. So we chose Jack Black Beer as our brand and created an offline and online campaign, our micro site was a social network that allowed South Africans to comment or complain about any of the systems in the country, like the financial system, or education system, or even politics. And every time you do voice your opinion you get awarded points and thus a ranking system was created whereby we could award prizes and thus get people coming back to the site again, again and again, which was the main goal. Our offline campaign was a series of posters that had quotes of what Jackvilleopinion, thus getting people interested in the site.

here's our creative rationale,

Jackville: The Opinionated Town

Opinionated Citizens Wanted!
Taking into account the cowboy/outlaw quality of the Jack Black beer brand, we created a website that would function as a social network where users could voice their opinions on any issues regarding South Africa. Hence,
“Jackville: The Opinionated Town”.
When you sign up on www.theopinionatedtown.co.za, you receive a passport via email, which allows you to then speak out by means of either a comment or complaint. Your objective is to reach sheriff status within a ranking system based on votes. The town is democratic, therefore, users decide who moves
up or down in rank by giving either negative or positive votes for opinions.
If you are voted into the sheriff’s office, you will automatically have more
authority than the other townsfolk and you are the only citizen who is allowed to bring guests to exclusive events. One fortunate sheriff will stand a chance to win a party sponsored by Jack Black. So stand up and voice your opinion!



Social Media Network Campaign

The microsite has Facebook and Twitter chicklets.

Twitter: Comments on the microsite can be ‘retweeted’, encouraging more people to explore www.theopinionatedtown.co.za and voice their opinion.
Every ‘retweet’ comes with a built in phrase that reads: “what’s your
opinion?”, as well as the url.

Facebook: A facebook group for all Jackville citizens sends out regular posts about exclusive events. Facebook users who are not members of the microsite are able to browse, but they cannot comment in the group and will not receive invitations to events.