Jack Daniel's, the oldest registered distillery in the U.S., is the creator of the world-famous Old No.7 Tennessee Whiskey. The brand was looking for a creative way to celebrate the 161st birthday of its founder Jack Daniel. The brand's marketing strategy was to deliver an experience that would engage fans with the birthday celebration and generate consumer buzz around the historic event.
To help Jack Daniel’s celebrate the landmark birthday of its founder, Guinness World Records created a one-day live experience in New York City. The event was hosted by Old No.7 and consumers were invited to join the birthday celebrations by taking part in seven world record attempts. The records ranged from the Most contributions to a (giant sized!) greeting card to the Largest bottle of whiskey – all of which created an exciting, one-of-a-kind birthday celebration.