Halloween activation for Jägermeister, a German liqueur brand
Our agency has been working with Jägermeister since 2018.
Make a Halloween party:
1. Create thematic digital looks.
2. Engage followers into hosting their own online parties.
3. Host a giveaway of five thematic party packs.
Help the participants make a real Halloween party.
The main group (70%) is males aged 18―24 years, residing in big cities. They value friendship and fun above all. At any age, they can be childlike and careless.
– What can I do when I can’t have a party?
– Have it online!
We have broken the activation down into three components: thematic look, company of friends, ambience. It was created by the Halloween-themed giveaway.
STAGE 1
Thematic Look
Over 200+ thematic digital looks were created by Sasquatch Digital designers, such as the Icy Ocean King or the Icy Volcanic Queen. Each of the looks featured ice, which is a part of Jägermeister brand identity (bitters have to be drunk as icy shots at an extremely cold (-18°C) temperature.
The participants had to share a selfie in their Instagram stories, tagging the brand. On Facebook, they had to tag the brand in comments.
We hired two freelances (a designer and a SMM manager) to complete this task on time. Our internal KPI was: to publish each photo on Jägermeister page within 30 minutes after being tagged.
STAGE 2
Invite Your Friends
At this stage, participants had to host their own online parties, inviting their friends. To do that, they had to publish a friend’s photo with Halloween-themed GIFs and stickers in their Instagram stories, tagging this person and Jägermeister. Everyone who did that entered our giveaway of 5 themed packs.
To promote this activation, we cooperated with opinion leaders and media. Jäger-Halloween was announced by 15 influencers, including Serhiy Stone, Barbulon, Orest Muriy, Pasha Bumczyk and Andriy Sviderskyi, in their posts and stories.
All five winners received their party packs before the actual Halloween so they could celebrate it with proper decorations.
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