Divine the Darke

Background
American millennials don’t understand Jägermeister’s elevated German heritage. The brand wanted to change that perception and drive awareness, engagement and trial during their biggest selling season of the year: Halloween.

Idea
An integrated campaign designed to predict the future of a single night. We turned Jägermeister lore into custom tarot cards that gave consumers a glimpse into what their night could bring and introduced them to new sophisticated ways of enjoying Jägermeister.

The cards came to life in-bars—with physical cards helping bartenders pair customers with drinks—in-store and in social, culminating in immersive, collectable Snapchat AR experiences that shattered Snapchat engagement benchmarks:

• 6.25% share rate versus the average of 1.3%

• Play time of 124 seconds versus the average of 12 seconds.

• Over 32,000,000 impressions in an 18-day span