Today’s famous premium herbal liqueur was launched 80 years ago by Curt Mast. The recipe of 56 herbs, blossoms and roots has remained unchanged to this day. Traditionally, Jägermeister is produced exclusively in the small town of Wolfenbüttel in northern Germany. Bottling takes place at plants in Wolfenbüttel-Linden and Kamenz in Saxony. From here, the herbal liqueur in the distinctive bottle is exported to more than 150 countries worldwide.
Jägermeister faced the challenge of attracting a younger target audience (18–29 years old) and increasing customer engagement. Traditional methods struggled to capture attention and measure the impact of off-trade sales. To address this, the brand introduced a digital activation at the point of sale (POS), providing an innovative way to connect with consumers and accurately track sales performance online.
As part of a nationwide off-trade initiative in the Netherlands, 40,000 Jägermeister bottles featuring neck hangers printed with a QR code were distributed to various retailers. These neck hangers allowed customers to join a scratch card game and potentially win Jägermeister-branded goodies like ski goggles, scarves, and promotion codes.
The campaign led to 6,815 unique visitors and 4,244 game completions, which accounted for 10.61% of bottle buyers finishing the game. These results underline the Gamification Marketing strategy’s effectiveness, which increased online interaction and made offline traffic measurable by providing Jägermeister with valuable first-party data. Overall, Jägermeister was able to attract customer attention, increase engagement, and significantly enhance brand presence and awareness.
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No boring sales talk. Individual consulting with proven best practices and industry-specific use cases for your unique gamified Advent campaign.
No boring sales talk. Individual consulting with proven best practices and industry-specific use cases for your unique gamified Advent campaign.
Schedule a live demo with one of our product specialists at your convenience.
We can learn about your requirements, answer questions, and review ways Brame can help your organization to achieve your goals and engage with your audience.
Please submit your information below and we will be in touch shortly to set up a live demo.