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Innovative Jägermeister Campaign Breaks Boundaries

Posted by radio On June - 7 - 2017

Jägermeister  is renowned the world over for its edgy campaigns and events. In order to maintain its presence as a brand leader, especially in an age of diminishing social engagement,  Jägermeister  South Africa enlisted the services of Thread and well known digital disrupter and strategist Jon Savage who developed a unique multi-media experience as the mechanism for ticket delivery for their exclusive invite only event, Enter the Woods.


In order to bring the mystique of the experience to users in a social platform, Jon and the team created a dual-narrative interactive video stream that managed to synch, beat-by-beat, two different songs from key Jagermeister sponsored artists Jack Parow and Reason.


The first video follows SA hop-hop artist Reason, as he “enters the woods” to deliver a case of Jägermeister  to the event. Through a slick interface of arrows, visible across all platforms including mobile, viewers could immediately switch into the second video narrative, that of Jack Parow, on his own mission to deliver a case of Jägermeister  to a different party.


The two stories run in perfect parallel synch, with viewers able to follow the case of  Jägermeister between the stories, with the music, imagery and narrative seamlessly aligned.


The videos end with footage of each artist performing at the actual Enter the Woods events in their respective cities, enabling the live event experience to be amplified across digital platforms.


The team’s innovation didn’t end there, with the mandate to put the brand in the centre of the narrative, a third video was created, following the journey from the point of view of the case of  Jägermeister  itself.


This execution completely transformed the way audiences engage with  Jägermeister  online. The numbers of engagements speak to the success of the campaign, with over 243,000 reach within the first 24 hours.


Jon Savage, as part of the team at Thread, and in collaboration with Craig Parker (co-director) and Motif, developed the concept and were forced to create the custom technology for the three-way interactive video, as there was nothing available to currently support the concept.


They also used a series of unconventional film making techniques in order to make sure that each video matched shot-for-shot and that the viewer could choose which video to interact with live and on-the-fly while the video was playing.


Check the behind the scenes making-of-the-video here:

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