Jägermeister | AR Experiences
Everyone has an opinion about Jägermeister, but American millennials don’t really understand or appreciate Jägermeister’s elevated German heritage. The brand wanted to harness the power of digital to change that perception and drive awareness, engagement and trial during their biggest selling season of the year: Halloween.
An integrated campaign designed to predict the future of a single night. We translated the colorful brand lore of Jägermeister into custom tarot cards that give consumers a glimpse into what their night could bring. The cards came to life across POS, in-store and social—culminating in immersive, collectible Snapchat AR experiences.
Divine the Darke
Halloween campaign that features AR Tarot cards that serve Snapchatters their ’cocktail fate.’ The campaign highlights Jägermeister’s heritage as a celebratory drink while positioning the spirit as an essential ingredient for a memorable night.
AR experiences delivered through Snapchat.
Please feel free to scan the Snapcodes below.
Darkwoods
Herbologist
Hunter
Meister
Mirror
Ritual
Saint Hubertus
Spirit
Stag
Social Videos
We created animations for each card to reveal the special illustration and cocktail fate.
Social Ads
We also create 3 social ad animations
for the campaign.
The AR tarot experiences crushed Snapchat engagement benchmarks—driving a 6.25% share rate versus the average of 1.3%, and play time of 124 seconds versus the average of 12 seconds. They also earned over 32,000,000 impressions in an 18-day span.