# Secretive Party Campaigns Jagermeister's Undercover Games Used Snapchat to Reveal a Secret Party By Laura McQuarrie | Published 2015-04-20 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/undercover-games References: [adsoftheworld](http://adsoftheworld.com/media/online/jagermeister_undercover_games) & [undercovergames.cz](http://www.undercovergames.cz) Inspired by a time when word of mouth was the only way people knew to attend an upcoming party, Jägermeister set up the Undercover Games on [Snapchat](https://www.trendhunter.com/trends/after-dark-1). This marketing stunt targeted a young, hip audience that's also tech-savvy, with broad enough appeal for anyone who knew where to look. Slowly, the brand would unveil clues for the theme, date and location of the party on Snapchat. Since the photos on Snapchat are designed to disappear after a certain period of time, participants had to be quick-thinking to connect the hints. As a result, Jägermeister threw a [massive party](https://www.trendhunter.com/trends/every-party-animal) that engaged thousands of social media users to get tickets. Because the event was so exclusive, it was successful at making its smart young attendees feel like total VIPs for the night. ## Trend Insights (Trend Hunter) - Score: 4.1/10 - Popularity: 32% | Activity: 84% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive) ## Key Themes ### What Makes This Trend Stand Out - **Undercover Snapchat Campaigns:** Brands can create exclusive experiences for their tech-savvy audiences by setting up clues on Snapchat that lead to a secret event. - **Word-of-mouth Marketing:** Marketing campaigns that rely on word-of-mouth can attract younger audiences who crave exclusive events and experiences. - **Interactive Social Media Campaigns:** Brands can engage with their audiences by creating interactive social media campaigns that require quick-thinking and lead to unique experiences. ### Sectors Adopting This - **Alcohol:** Alcohol brands can create exclusive, immersive experiences for their customers through interactive social media campaigns. - **Fashion/beauty:** Fashion and beauty brands can attract younger audiences by creating exclusive events that are present only through word of mouth marketing channels. - **Event Planning:** Event planning companies can create exclusive events that engage large numbers of social media users, leading to increased visibility and brand recognition. ## Related on Trend Hunter - [Temperature-Reactive Liqueur Bottles](https://www.trendhunter.com/trends/the-secret-is-ice-cold-campaign.md) - [Social Sharing Upgrades](https://www.trendhunter.com/trends/after-dark-1.md) - [AR Voter Campaigns](https://www.trendhunter.com/trends/voter-campaign.md) - [House Party-Themed Campaigns](https://www.trendhunter.com/trends/hiders-keepers.md) - [Beer-Pouring Party Billboards](https://www.trendhunter.com/trends/jubel-billboard.md) - [Large-Scale Apéritif Activations](https://www.trendhunter.com/trends/summer-of-spritz-campaign.md) - [Non-Invasive Digital Alcohol Campaigns](https://www.trendhunter.com/trends/jameson.md) - [Voice-Activated Face Filters](https://www.trendhunter.com/trends/voiceactivated-face-filters.md) - [Gamified Scent Marketing Experiences](https://www.trendhunter.com/trends/grab-the-sweet.md)