Release Your Darke Spirit
A multi-channel, interactive campaign and custom AR experiences at 125,000 geo-fenced locations across the US. Places where spirits supposedly came to life. A 2020 Silver ADDY Award Winner. Featured in Ad Age and ADWEEK.
Background.
German-born Jägermeister was quick to infiltrate young American culture, becoming an iconic staple across bars and colleges nationwide. Now, they’re ready to expand their market. Jägermeister asked our ad agency to create an awareness campaign for Halloween, repositioning their products as a celebratory, occasion-driven delight.
Challenge.
How can we create a multi-channel, interactive campaign that elevates our positioning within the American market? What kind of creative, innovative and fun way can we connect and engage with people during a festive time of year?
Campaign.
With just an 8-week timeline, our advertising agency produced a fully interactive, custom AR experience, powered by Amazon Sumerian, letting users connect with Jägermeister in an innovative and unexpected experience. We partnered with location data provider Foursquare to let users unlock this experience at over 125,000 geo-fenced locations across the US. Once activated, consumers’ cameras revealed hidden spirits haunting select bars, restaurants, and stores. Users were prompted to post a screenshot on social with #DarkeSpirit for the chance to win one of 16 exclusive Halloween party packs.
The campaign leveraged broadcast TV, programmatic ads, editorials, press mentions, and the power of social media, creating a space where their new audience could ask questions, voice concerns, or even recommend friends and family to their heavily active business profile.
Results.
The campaign generated millions of impressions in earned media, user engagement with the AR experience, and sweepstakes entries. The multi-faceted campaign earned mentions and coverage in Ad Aage, Adweek, Consumer Insights, and Content Marketer. The campaign also earned a Silver ADDY from the American Advertising Federation.
