Translating Jägermeister’s Brand Heritage into a Snapchat AR Tarot Card Experience.
Everyone has an opinion about Jägermeister, but American millennials don’t really understand or appreciate Jägermeister’s elevated German heritage. The brand wanted to harness the power of digital to change that perception and drive awareness, engagement and trial during their biggest selling season of the year: Halloween.
We decided to translate the brand’s heritage into a custom Augmented Reality tarot card experience coined “Divine the Darke”, that offers consumers a glimpse into what their futures might hold.
The campaign outperformed Snapchat engagement metrics across the board—driving a 6.25% share rate, versus the average of 1.3%, and play time of 124 seconds versus the average of 12 seconds.
Lead Art Direction, Concept Development, Design