Jägermeister wanted to drive consumers to bars and pubs to try their long serve cocktails, including the popular Route56. So we sent punters on a nationwide treasure hunt to ‘discover new flavours’.
The journey started on limited edition map wrapped bottles. A hidden Shazam code led them to bars and pubs all over the UK where they could redeem their free cocktail.
We supported this with mysterious Instagram and YouTube posts, along with outdoor screens that displayed how near consumers were to the participating venues.
Over two million people engaged with the social campaign, and 600,000 learned to make a Root56 cocktail on YouTube.
