SHAZAM THE STAG
By “Shazaming” the Jägermeister’s logo, users were driven to a branded portal full of dark content, featuring everything from playlists, party cocktails, and even a redefined version of “Trick or Treat”.
STREET STUNT
In collaboration with different street artists, we developed custom 3D chalk street art in Nashville, Denver, Miami and New York that pulled people into an eerie and mysterious world of darkness.
SOCIAL CONTENT
On social media, Jägermeister highlighted their dark aesthetic to help educate their audience on what a #Jagerhalloween was like, including the release of a unique National geo-filter in partnership with Snapchat. Compared to Jagermeister’s always-on content, #Jagerhalloween content saw 38.5% higher engagement.
RESULTS
Jägermeister didn’t just embrace the darkness, it had America reaching for it. Earning 33 million impressions, Jägermeister exceeded benchmarks across the board. We tripled Shazam’s average engagement with an entry rate of 3.3% and earned an average engagement of over 7 minutes. In under 48 hours, Jägermeister was able to reach a new audience of 242K viewers from our prank and to inspire thousands of comments. This resulted in doubling unaided awareness of the brand from the previous year. We brought back the darkness to Halloween and made history in the process as the first brand to launch an influencer campaign on Facebook LIVE.
