CAMPAIGN

Reach for the Darkness

brand

Jägermeister

BACKGROUND

Halloween once was the darkest of holidays. But in recent years, the scariest thing about it was the utter lack of imagination. Jägermeister wasn’t just going to let their favorite holiday continue to be another monster mash of bros and half-naked nurses. We needed to bring back the darkness. We kicked off our digitally-led campaign on social media and took it to bars and stores, encouraging our target audience to bring back the darkness. We set out to make Jägermeister synonymous with Halloween and rightfully reclaim it as the darkest day of the year.

 

CREATIVE IDEA

Jägermeister’s digitally-led REACH FOR THE DARKNESS campaign celebrated the day the way it’s meant to be, by bringing back the fear and encouraging our audience to do the same.

We launched the campaign with an influencer. Many brands work with influencers, but we made ours disappear. Comedians like Lil Dicky have turned Halloween into a joke, so we decided to play the ultimate joke on his fans by kidnapping him. Not only did we set the tone for the rest of October, but we became the first brand ever to activate an influencer campaign on Facebook Live.

To get our fans reaching for the darkness, we had them reach for their phones for a Shazam scavenger hunt and zombie Snapchat filter, and we didn’t stop at social. From basements to bars, we brought the darkness to every corner.

 

WORLD'S FIRST FACEBOOK LIVE LAUNCH

With live video becoming the dominate format on Facebook, it was an ideal platform to leverage. In the days leading up to Halloween, Lil Dicky’s seemingly normal Facebook Live broadcast from Los Angeles took a shockingly dark turn the moment he was stalked by a masked man. Those watching were horrified as he suddenly went dark. For the next 24 hours his fans began to spread the word as the normally active influencer was silent across all social channels, but luckily before the LAPD got involved, he revealed the REACH FOR DARKNESS campaign, inviting his network to embrace the true spirit of halloween. In raising a shot of Jagermeister to his fans, Lil Dicky encouraged his audinece to reach for the darkness themselves with the #JagerHalloween hashtag.

On 10/19, Dicky's "abduction" is viewed live by hundreds of thousands of viewers, leaving his fans shocked and confused.

After 24+ hours of being dark on all social media, Dicky posts his reveal and the partnership with Jägermeister behind it all.

 

SHAZAM THE STAG

By "Shazaming" (Jägermeister's logo, users were driven to a branded portal full of dark content, featuring everything from a witch house-inspired playlist that broke listen-time records on Shazam, to Dark party cocktails, and even a redefined version of "Trick or Treat". Users were also encouraged to "Shazam the Stag" in different locations in order to unlock more entries into a Dark sweepstakes for a chance to win a Dark Party Kit. The majority of users who Shazamed the Stag did so multiple times. 

 

SOCIAL CONTENT & UGC

On social media, Jägermeister highlighted their dark aesthetic to help educate their audience on what a #Jagerhalloween was like. These posts encouraged our audience to join the movement by sharing what their dark halloween looked like. Compared to Jagermeister's always-on content, #Jagerhalloween content saw 38.5% higher engagement.

 

SNAPCHAT

To drive widespread brand engagement and ownership of Halloween, Jägermeister partnered with Snapchat to create a National geo-filter on 10/28, the Friday before Halloween. 

We promoted the partnership on social media to raise awareness and to encourage our audience to use the the filter the day-of. 

 

POINT OF SALE

In bars and liquor stores across the country, Jägermeister brought a dark aesthetic to the point of purchase, inspiring our audience to reach for the darkness. In addition to grabbing the dark spirit of Jägermeister, the point of sale material also directed users to scan the display with the popular Shazam app. Through the app's visual recognition technology, any Jägermeister POS material or logo would unlock a branded portal that send our audience on a scavenger hunt for a darker halloween. 

 

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.