Jägermeister: Reach for the Darkness

Brief: 
Halloween once was the darkest of holidays. But in recent years, the scariest thing about it was the utter lack of imagination. Jägermeister wasn’t just going to let their favorite holiday continue to be another monster mash of bros and half-naked nurses. 

Creative:
We needed to bring back the darkness, so we kicked off our digitally-led campaign on social media by kidnapping Lil Dicky on Facebook Live and then brought the darkness to bars, stores, and social.

Results:
In under 48 hours, Jägermeister was able to reach a new audience of 242K viewers from our prank and inspired thousands of comments. This resulted in doubling unaided awareness of the brand from the previous year. Launching the first influencer campaign on Facebook Live, we earned 33 million impressions and had everyone reaching for the darkness.