Jägermeister Campaign
When Jägermeister set out to claim a space in music culture and reinforce its signature ice-cold serve, they turned to Tinsel. What began as a festival sampling activation evolved into a multi-faceted brand experience spanning major music festivals and on-premise accounts nationwide.
8,260
festival attendees engaged through the experience
"Jägermeister’s festival activations proved the power of meeting fans where their passions live, delivering authentic experiences that drove both engagement and sales."
Derived from engagement data and festival insights
Cultural Connection
In May 2024, Jägermeister reasserted its place in cultural spaces by meeting Freddy—the brand’s core audience—at two major music festivals:
Shaky Knees in Atlanta, GA (May 3-5) and Welcome to Rockville in Daytona, FL (May 8-12). The focus was to immerse festival-goers in the DAMN THAT’S COLD experience, showcasing Jägermeister as the ultimate ice-cold shot of choice, perfectly suited for high-energy festival settings.
Immersive Engagement
Through the DAMN THAT’S COLD experience, Jägermeister engaged with over 8,260 attendees, representing 5% of total festival-goers.
The activation’s success was evident with nearly 10,500 ice-cold shots sold, despite the premium pricing of $15 per shot, and 49% of visitors making a purchase. The interactive setup proved to resonate with Freddy by providing an immersive, memorable touchpoint that aligned with the festival vibe.
Driving Brand Awareness
The festivals generated substantial exposure for Jägermeister, reaching an estimated 278,000 attendees.
Social media engagement during the event soared, with a 195% increase in interactions compared to usual activity and 88,000 new followers brought in by key influencers. Additionally, the footprint’s impact extended digitally, with 15.35 million total digital impressions and 26% of attendees scanning the QR code, leading to an 18% conversion rate for new subscribers.
Strategic Execution
The festival journey demonstrated the importance of pre-planning and thoughtful execution.
Securing a prominent footprint location during initial contracting significantly impacted visibility and engagement. On-site, the presence of well-trained brand ambassadors enhanced the quality of the experience, while immersive programming (like meet-and-greets and exclusive giveaways) increased throughput. Post-festival strategies, such as branded giveaways, ensured lasting brand amplification even after the event concluded.
Digital Integration
Digital activations complemented the in-person experience, with pre-festival geo-targeted campaigns, influencer partnerships, and giveaways building anticipation.
On-site tools, including QR codes and social media boosts, facilitated CRM acquisition and real-time engagement. Post-event strategies, such as influencer content recaps and stronger welcome offers, helped sustain the momentum, encouraging further interaction and purchase.
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