Lynchburg, TN | May 2018
Jack Daniel’s, an official NBA sponsor, was struggling to truly connect with fans. While the brand had presence at games, it wasn’t translating into meaningful engagement—NBA fans weren’t naturally linking their love of basketball with a Tennessee whiskey.
So instead of trying to break through the noise at the arena, we flipped the script: we invited fans into Jack Daniel’s world. The result was the Jack Daniel’s Legends Camp—an exclusive basketball experience at the Lynchburg distillery.
Fans entered a sweepstakes for the chance to train with NBA legends on a custom court, then explore the art of whiskey-making behind the scenes. It was the perfect blend of hoops, heritage, and hospitality—giving fans an unforgettable way to experience both the game and the brand.
Metrics
32%
Increased Impression
Among NBA Fans
29MM
PR-Driven Impressions
33MM
Total Impressions
The Experience
Distillery Transformation
We transformed multiple spaces across the iconic Jack Daniel’s Distillery—campgrounds, tasting rooms, the visitor and rec centers—into immersive, branded experiences.
A custom welcome HQ featured basketball, ping pong, NBA Jam, a full bar, and decked-out Airstreams. Every touchpoint, from set-designed activity zones to curated decor, wrapped the weekend in a cohesive blend of Jack Daniel’s heritage and NBA energy—creating an exclusive, unforgettable experience for our sweepstakes winners.
Drip Check
After gathering sizes and names for each winner and their guests, we carefully sourced, customized, and curated exclusive giveaway merch—delivering it across all three days, from personalized welcome gifts to pop-up boutique finds and custom locker room gear for the skills challenge.
Full Court Coordination
We brought the Skills Challenge to life—transforming the space into a full game-day experience, complete with custom locker rooms, branded assets, drills, AV, DJ, and bleachers packed with cheering distillery workers.
Our two teams of sweepstakes winners, coached by NBA Legends, faced off in the culminating event of the weekend: the official Legends Camp Challenge—ending in epic fashion with trophies and bragging rights for all.
The Team
Matt Bykowicz | Lead Producer
Kim DeNapoli | Group Production Director
Jeannine Aniol | Group Client Services
Tara Reardon | Account Director
Bianka Kristen | Associate Producer
Brittany Saito | Account Director
Quanah Humphreys | Creative Director
Lauren Lenart | Associate Creative Director
Josh Johnson | Art Director
FCB Chicago | Agency
11th Street Workshop| Fabricator
FGS | Merchandise Customization
The Starters on NBA TV | Emcees
My Role
As Lead Experiential Producer, I managed all aspects of production from planning through execution—bridging teams and clients to deliver seamless, end-to-end experiences. Responsibilities included:
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Budget & Timeline Management
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Scenic and Rentals
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Merchandise Procurement
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Print Production
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Travel & Accommodations
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Game-Day Coordination
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Venue Logistics
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Onsite Labor