Last summer, Jagermeister launched a series of pop-up ad agencies as a way to mentor and connect with recent college grads. These internships not only provided recent grads with real-world marketing experience, but its also gave Jagermeister greater insight into the mind of twenty-somethings.
The Jagermeister internship -- dubbed 'Concept 56' -- involved the creation of pop-up ad agencies in Nashville and Detroit. New grads were then hired on for a paid, six-month program. During this time, the interns worked on real Jagermeister marketing campaigns and events in each city aimed at college students aimed 21 and up. One example of such events was a cocktail competition, featuring local mixologists, musicians and influencers.
The unique program demonstrates how brands can target college-age consumers by taping into the insight of recent grads via real employment opportunities.
What's Driving This Trend
- Pop-up Ad Agencies
- Creating temporary ad agencies to mentor and connect with recent college grads presents an opportunity for brands to gain fresh perspectives and insights.
- Real-world Marketing Experience
- Providing recent grads with hands-on marketing experience through internships allows brands to tap into the talent pool while grooming potential future employees.
- Targeting College-age Consumers
- Developing marketing campaigns and events specifically designed for college students aged 21 and up enables brands to engage with this demographic on a more personal level.
Who This Affects Most
- Alcoholic Beverages
- The alcoholic beverages industry can explore the use of pop-up ad agencies as a way to mentor and connect with recent college grads, gaining valuable insights for brand marketing.
- Advertising and Marketing
- The advertising and marketing industry can leverage internships that provide real-world experience to early-career professionals as a means of attracting and developing new talent.
- Event Management
- The event management industry can consider creating tailored campaigns and events aimed at college students to better engage with this specific target audience.
