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ESA Excellence Award nominated Jägermeister discusses the background to its JägerHaus

By | Published on Monday 8 February 2016

Jagerhaus

This Thursday, the European Sponsorship Association stages its annual awards in London, celebrating the best in sponsorship and brand partnership activity from the last twelve months. CMU is partnering on the music category this year, and in the run up to the big event we will speak to some of the nominees to find out about their shortlisted projects, what they involved, and how each brand worked with their music partners.

Today we talk to Jägermeister’s Samantha Green about the drink brand’s JägerHaus project, which toured five music festivals last summer. “Over the years Jägermeister has invested heavily across its music and events programmes, though there hasn’t always been a consistent message across our activity”, she tells us about the motivation for the festival venture.

“And while JägerMusic has always succeeded in defining what Jägermeister is about in terms of image and attitude, our focus at events has traditionally been about driving sales rather than consumer engagement. So, we’ve been active at a large number of events, and driven sales, but our level of consumer engagement and impact was more limited”.

She goes on: “We also faced the challenge of how to extend consumption of key ‘serves’ like the Ice Cold Shot and our long drink Root56. So our objective in 2015 was to drive deeper consumer engagement at music festivals, leveraging our music heritage and JägerMusic programme in an innovative way that could amplify our presence and drive the trialling of our wider product range. Thus the JägerHaus was born!”

The brand worked with agency Frukt on the venture. “The basic concept was to create a multi-room venue called The JägerHaus which we would tour to a number of summer festivals in the UK. It was a 20mx20mx9m music venue full of hidden messages and unexpected experiences, that also hosted some of the UK’s most exciting bands and DJs. The building had a dystopian look and feel, and was constructed from a bespoke mixture of materials so to look like it had emerged from the undergrowth”.

Read the full interview here, and find about more about the ESA Excellence Awards here. And while we are in a band/brand partnerships mood, CMU Insights has just announced a new masterclass aimed at brands working with music taking place on Monday 18 Apr at the London HQ of law firm Lewis Silkin.

The masterclass will explain how the music industry and music rights work, and the different music companies brands need to form relationships and deals with depending on the nature of their music-based marketing activity. Places at the masterclass are just £125, including VAT and booking fee, and can be bought here.



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