Jägermeister created the Jäm Bot as a unique way to connect with and entertain friends by sending them personalized rap.
Facebook Messenger users were able to interact with the artificially intelligent Jäm Bot, providing details such as the recipient's name, gender and a message that is to be shared with them. This data was collected and sent to popular German rappers Eko Fresh and Ali As in a live recording studio, so that they could create a rap song fit for one's friend. This portion of the event was shared via Facebook Live, where fans could see their custom content coming to life.
With the help of Jäm Bot, Jägermeister fans sent almost 40,000 custom rap videos to their friends.