The Jägermeister's Darke Spirit campaign launched in partnership with Foursquare, introducing an interactive experience with augmented reality that encourages people to visit participating venues to discover what the Darke Spirits really want.
The campaign invites adults to visit different locations, like bars and stores, and interact with augmented reality by texting "DARKE" to 55755 to "release the Darke Spirits," which builds off of the idea that the ghosts of some old bartenders never truly leave. With location-based ads, the campaign also encourages people to visit Jägermeister spirits once inside a participating location.
As part of the campaign, people are invited to share the spirits they view on social media with the #DarkeSpirit hashtag for their chance to win a Halloween party pack.
Haunting Digestif Campaigns
Jägermeister's Darke Spirit Campaign Creates Playful AR Experiences
Trend Themes
1. Augmented Reality Experiences - The Jägermeister's Darke Spirit campaign demonstrates the potential for interactive AR experiences in marketing campaigns.
2. Location-based Advertising - The campaign shows the effectiveness of location-based ads in driving foot traffic to businesses.
3. User-generated Content Campaigns - The #DarkeSpirit hashtag encourages user-generated content and social media engagement, highlighting the power of such campaigns.
Industry Implications
1. Alcoholic Beverage - The innovative campaign by Jägermeister presents opportunities for alcoholic beverage companies to create immersive experiences that enhance brand engagement.
2. Marketing and Advertising - The successful use of augmented reality and location-based advertising in the campaign provides inspiration for marketers and advertisers to explore similar strategies.
3. Social Media - The incorporation of a hashtag contest in the campaign showcases the potential of user-generated content campaigns to boost brand awareness and engagement on social media platforms.