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In the run up to Halloween, we created and distributed 1,350 special Zombie Halloween packs with wholesale cases of Jägermeister, providing on-trade customers the branded zombie makeup, posters and collateral required to throw an epic Halloween party.
Staff at participating venues were encouraged to get into the undead spirit, and could win prizes for dressing up and decorating their premises using the branded collateral.
To engage consumers, we promoted the upcoming activity in venues through posters, and across social media with specially created visual content. We devised an Instagram competition that encouraged pub-goers to share images of themselves and their friends dressed in full zombie regalia, using the hashtag #jagerzombie.
The campaign did the business for Jaegermeister’s on trade customers, who said the packs helped them generate buzz around Halloween; proprietors reported the activity drove hordes of customers through their doors over the Halloween weekend.
A visual teaser campaign sparked high levels of engagement amongst the Instagram users. The consumer competition had hundreds of entries and generated over 75,000 new consumer social interactions with the brand.
Mast-Jaegermeister’s UK Marketing Director Nicole Goodwin, said: “This was the first phase of increasing our association with Halloween. Bray Leino came up with an engaging, fun and rewarding promotion for the on-trade and consumers to enjoy.”