As much as a brand like Jägermeister would like people to be at the bar all the time, life's other responsibilities get in the way sometimes—so it developed the HausBar. This experience was specifically designed for guys who know a friend who gets frequently tied up with work, stuck taking care of the kids or is needed at home for some other reason. This way, a guy could nominate one of his buddies for the HausBar experience through the online microsite.
If approved, Jägermeister would temporarily install the pop-up directly outside a friend's front door, so that when the doorbell chimed, the unsuspecting friend was in for a huge treat. By surprising and delighting consumers, this campaign took off on social media.