Jägermeister
Humber College Project
Brief: Bring awareness to the right way to drink Jägermeister, at -18ºC.
Insight: Young Gen X and older Millennials have fond memories of mystery-based shows, such as X-files and Unsolved Mysteries. They are also well past the age of the traumatizing Jäger Bombs.
Solution: The Jager Conspiracy, weaving a mystery and creating conspiracy theories around Jägermeister, inviting the audience to question and ponder whether they ever truly knew the real Jägermeister.
All OOH and social media will lead back to microsite dedicated to show the proper way to have Jägermeister, as well as featuring contest and recipes
Microsite
OOH and Social Media
Small conspiracy claims will be released on social media to direct attention towards the microsite.
Since 2015, iceberg charts have been used within internet communities to categorize topics from the most known to the most obscure.
Jägermeister will release their own iceberg chart and ask the audience to create their own stories. Based on the content and Jägermeister facts used, winners will be selected who will win a Jägermeister single bottle freezer.
Iceberg Contest