Last Stag Standing
- Brand
- Jägermeister
- Year
- 2011
- Objective
- Sales
- Industry
- Food & Drink
- Mechanic
- Arcade & Action
- Platform
- Web
- Agency
- SYZYGY Warsaw
- With
- Hi-ReS!
Objective
Jägermeister wanted to unveil the design of a limited-edition Heritage Label bottle before it reached shelves, and built a prize fans had to earn rather than simply see. The Facebook build was aimed at energizing the brand's German fan community, while a follow-up iPad app let promo staff bring the same head-to-head format to stores, festivals and parties.
Solution
Two players face off in real time, each controlling a stag squared up against a rival on a slick glass floor. Tapping the screen as fast as possible (or clicking, in the Facebook version) drives your stag forward and pushes the other player back. Whoever shoves their opponent over the edge wins the duel — and is rewarded with a first look at the still-unreleased Heritage Label design. The Facebook version ran full-screen with a leaderboard tracking top players; the iPad version worked offline, so Jägerettes could set up matches on tablets at in-store promotions and live events.
- 1
The player opens the branded app — on Facebook for the German launch, or as a native iPad app for the international and retail rollout — and enters a duel framed as lighthearted fun rather than a test of skill.
- 2
The game fills the screen with a glossy, glass-like arena where the player's stag faces an opponent's stag head-on.
- 3
The player is matched in real time against another live player for a one-on-one duel.
- 4
The only control is speed: the player taps the screen (or clicks, in the browser version) as fast as possible to drive their stag forward, pushing into the rival.
- 5
Forward progress claims ground on the field, tracked on-screen as territory the player is marking and holding.
- 6
The duel ends when one stag shoves the other past the line and off the edge of the glass field, eliminating the loser.
- 7
Winning reveals the as-yet-unreleased design of the Heritage Label limited bottle, and the result is logged to a leaderboard where the player sees their ranking and can play again.
- 8
Separately from match outcomes, prize winners are drawn at random from all registered participants, so playing more or scoring higher gives no better odds.
- 9
At point-of-sale and event activations, the same duel runs on an iPad promo stand where a shopper challenges another shopper, guided by on-site staff who explain the rules, run the match, and reward the winner with a drink.
