Jagermeister "Last Stag Standing" IPad App
- Brand
- Jägermeister
- Year
- 2012
- Objective
- Sales
- Industry
- Food & Drink
- Mechanic
- Arcade & Action
- Platform
- App
- Agency
- SYZYGY Warsaw
- With
- Hi-ReS!
Objective
Jägermeister promoted a limited-edition Heritage Label bottle by creating an exclusive unveiling experience. To drive collector interest and buzz around the new design, the brand developed an interactive game where fans could compete to discover the unrevealed label before the product's official release.
Solution
A real-time competitive multiplayer game on Facebook and iPad — billed as the first Facebook fullscreen multiplayer game — where two players competed by rapidly tapping the screen to move their character across a glossy battlefield. The winner pushed the opponent off the surface to unlock and reveal the limited edition label design. At point-of-sale locations, shoppers could challenge each other on the iPad version, flanked by Jägerettes promotional staff, while promotion teams also brought the game to parties and festivals, rewarding winners with a Jäger-shot. The app was developed by Hi-ReS! Hamburg and SYZYGY Warsaw (creative direction: Mike John Otto), with WoRilla handling art direction and 3D animation and Ars Thanea the iOS development, rolling out first on Facebook in Germany for 3 months before expanding internationally to a native iPad app in April–July 2012.
Results
The campaign was recognized with an FWA Mobile Site of the Day award and an Art Directors Club (ADC) Shortlist nomination.
