“DIVINE THE DARKE” INTEGRATED EXPERIENTIAL CAMPAIGN
from
last-call to first thought.
Jägermeister isn’t exactly the first thing you reach for. In fact, it’s often overlooked entirely.
For Halloween, we decided to change that with a custom tarot deck designed to answer a simple question: “Where will your night lead?” By turning Jägermeister into an oracle for your evening, we gave bargoers a taste of the unexpected and made Jägermeister the start of their story.
custom tarot cards divine your fate—and your cocktail
Rooted in German folklore, each card in our custom Jägermeister tarot card deck revealed a unique fortune, and the perfect Jägermeister cocktail to manifest it.
tarot readings appeared in bars and virtually on snapchat
We turned bartenders into fortunetellers, sending custom tarot decks to bars across the country.
On Snapchat, tarot readings came to life in augmented reality, letting anyone step inside the mysterious world of Jäger and discover where their night would lead.
Credits:
Ulrika Karlberg, CD
Sam Isenstein, ACD
Bo Floejborg, ACD
Joey McRobert, Senior Creative
Lily Stockton, Senior Creative
Michael Kuzmitch, Motion Graphics Director
Benjy Deng, Motion Designer
Recognition:
Digiday - Jägermeister turns to Snapchat for Halloween Push
Chief Marketer - Thousands Share Jägermeister’s Halloween Snapchat Game
Media Post - Jägermeister Taps Augmented Reality for Halloween
Mobile Marketer - Jägermeister's AR Tarot deck serves Snapchatters their 'cocktail fate'