# Haunting Digestif Campaigns Jägermeister's Darke Spirit Campaign Creates Playful AR Experiences By Laura McQuarrie | Published 2019-10-29 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/darke-spirit References: [prnewswire](https://www.prnewswire.com/news-releases/foundry512-partners-with-foursquare-to-deliver-jagermeisters-darke-spirit-web-ar-experience-300947111.html) & [jagermeister](https://jagermeister.com/en-US/darke-spirit) The [Jägermeister's](https://www.trendhunter.com/trends/jgermeister-freeze-to-win-campaign) 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](https://www.trendhunter.com/trends/jagermeister-x-pantone) 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. ## Trend Insights (Trend Hunter) - Score: 3.2/10 - Popularity: 45% | Activity: 41% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### Why This Trend Is Growing - **Augmented Reality Experiences:** The Jägermeister's Darke Spirit campaign demonstrates the potential for interactive AR experiences in marketing campaigns. - **Location-based Advertising:** The campaign shows the effectiveness of location-based ads in driving foot traffic to businesses. - **User-generated Content Campaigns:** The #DarkeSpirit hashtag encourages user-generated content and social media engagement, highlighting the power of such campaigns. ### Industries Being Reshaped - **Alcoholic Beverage:** The innovative campaign by Jägermeister presents opportunities for alcoholic beverage companies to create immersive experiences that enhance brand engagement. - **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. - **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. ## Related on Trend Hunter - [Frozen Spirit Sweepstakes Campaigns](https://www.trendhunter.com/trends/jgermeister-freeze-to-win-campaign.md) - [Spooky Street Ad Experiences](https://www.trendhunter.com/trends/fanta-halloween-projection.md) - [Temperature-Reactive Liqueur Bottles](https://www.trendhunter.com/trends/the-secret-is-ice-cold-campaign.md) - [Halloween-Inspired Distillery Experiences](https://www.trendhunter.com/trends/night-at-the-distillery.md) - [AR-Powered Vodka Campaigns](https://www.trendhunter.com/trends/titos-vodka.md) - [Augmented Reality Wine Bottles](https://www.trendhunter.com/trends/ar-sinister-wine.md) - [Spooky Seasonal Libation Campaigns](https://www.trendhunter.com/trends/heineken-meet-the-chillers.md) - [AI Creator-Centric Campaigns](https://www.trendhunter.com/trends/the-spirit-of-london.md) - [Halloween Season Cider Campaigns](https://www.trendhunter.com/trends/spinechilling-refreshment-campaign.md)