Jägermeister's Treehouse Activation Lures Music Fans - Event Marketer

Jägermeister’s Treehouse Activation Lures Music Fans

DB_Jagermeister_Consumer Env_EX 2017
Brand: SIDNEY FRANK
Agency: LIVE NATION
Awards: EX AWARDS — BEST EVENT/ENVIRONMENT (CONSUMER)
Year: 2017

There’s no better way to visually communicate Jägermeister than through antlers, which is exactly what the liquor brand brought to life at electronic dance music festivals across the country—a new music genre for the brand. The Haus 56 activation was a two-story “treehouse” that paid homage to Jägermeister’s heritage and 56 ingredients used to make the herbal liquor. And the 40-foot antlers that sprouted from the main bar through the second floor, flanking both sides of the activation footprint? Hard to miss.

The structure featured a second-level observation deck, craft cocktails, djs and brand ambassadors decked out as “magical forest” characters. There were festival-favorite activities like a custom jewelry-making station and station for head crowns made of dry herbs from Jägermeister ingredients, plus three photo activations and face painting. On top of the on-site activations, Jägermeister ahead of its festival dates released a 12-part episodic video series called “Art of the Craft” featuring artists playing EDM festivals and their passion for the liquor, and hosted a sweepstakes for airfare, hotel and VIP tickets.

Across all the festivals (Electric Daisy New York, Electric Daisy Las Vegas, Nocturnal Wonderland, Escape, Electric Daisy Orlando and HARD Summer) 42,000 consumers went through Haus 56—93 percent of whom were the target millennial age. Cheers.

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