ADVERTISING

Jägermeister It’s my Party!

A night to remember - capture the best moments! The first before-during-after party mobile app lets you create custom party and event invitations, capture and track the fun times in photos and relive the fun in an after-party movie.

background picture of jagermeister mobile application2
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The client
Services

Mobile development

Product design

Quality Assurance

Technologies
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Overview

Jägermeister, which translates to "master hunter", is a German herbal liqueur with a notorious reputation. A unique drink in a striking bottle - with over 91 million 0.7 liter bottles sold is in the top 10 international premium spirits is the #1 selling imported liqueur in the United States and one of the top shot brands in the world. Jägermeister came to greater international attention particularly through the work of Sidney Frank.

Jägermeister It’s my Party app is based on things that people are actually doing – going out with their friends. It aggregates images and videos from users’ posts on social media sites and compiles them into an after-party video highlight. From a marketing standpoint, it delivers huge value by raising brand awareness and enabling Jägermeister to develop even stronger relationships with their customers.

From hunter’s drink to the toast of the underground

From the 1980s Sidney Frank promoted the drink in the youth and student market, as a drink for parties – a quite different niche to its traditional conservative brand-position in its German market. New York magazine quoted a market research firm as describing him as a “promotional genius” for making “a liqueur with an unpronounceable name…drunk by older, blue-collar Germans as an after-dinner digestive aid…synonymous with ‘party'”.

Having such a legacy Jägermeister has been raising the bar of other spirits marketing teams for decades. Part of the success of the Germany brand over the years is due to the fact that they try to connect with consumers on a value basis and a far more intimate basis than most brands in the spirits industry with grassroots initiatives, trying to connect with consumers in the way they live and breathe and what their interests are

Moving Frank’s legacy towards a new, mobile age

Nowadays digital and mobile marketing along with social media is the best way to connect with the company’s desired user base, which is men and women between the ages of 21 and 29 who drink alcohol.

Why not use mobile-first advertising to reach them then and at the same time cure the Fear of Missing Out syndrome many people experience when they are unable to participate in a night out with friends? Millennials across the country have active social lives, and they enjoy sharing their experiences with their vast digital networks.

The advent of mobile technology particularly is perfect for potential consumers and the way to reach them, on an intimate, one-to-one basis. There’s nothing more intimate than a phone, and it’s a great way to reach out and create a conversation and dialogue with consumers, as opposed to one-way, traditional marketing messaging.

Take your best shot. Create tomorrow’s legends tonight

The music may change, the clothes may change, but every generation has its irreverent perfectionists. From humble house parties to global gatherings, Jägermeister is still embraced by those who push the boundaries and rewrite the rules in every field.

Jägermeister, at the end of the day, is the promise of an uncommonly great night. Why not allow people to document their great night with Jägermeister? Enabling users to share experiences is one thing, imposing on those experiences with overt marketing is another. Minding its business while it advertises its business, as it were, is something of which Jägermeister is mindful.

From a commercial perspective, it delivers huge value by raising brand awareness and enabling Jägermeister to develop even stronger relationships with their customers.

Months

2

Team members

3

Hours

320

Lines of code

70 000

Markets

14

Generated movies

100 000

A Shot of Jägermeister In One Hand; A Smartphone in the Other.

Jägermeister It’s my Party is based on things that people are actually doing – going out with their friends. With a few clicks, users can create a party or event invitation image to use with a Facebook event or in the WhatsApp group. It also allows users to snap or choose a photo to be used or select one of the spirits presets. Once the event details were added, it was ready to share with friends through users favorite social networks or messenger.

They can also add pics afterward. The app then used these snapshots to create a video – without any editing, it aggregates images and videos from users’ posts on social media sites and compiles them into an after-party video highlight reel that is then set to songs by artists with which Jägermeister has a marketing relationship.

man capturing photo of jagermeister bottles with the smartphone

“What I liked from the beginning was that they had a process, and they had a professional at each step of the process. Then I had my go-to person in the entire way. It was always a great and seamless project, just because they had such good, professional staff working with me.”

Picture of Izabela Bieganska
Izabela Bieganska
Project Manager at Appvetica