Instead of simply a brother in your bar, German liqueur Jagermeister has partnered with boxing trainer and former professional boxer Freddie Roach to launch “A Brother in Your Corner,” an online campaign that promotes responsible consumption.
The promotion focuses on the brand’s so-called Jager Code, which, like Roach’s reputation for taking care of his fighters, is about men watching out for each other. In Jager’s case, however, it’s specific to 21-to-29-year-old men.
Jagermeister is asking these consumers to share stories of how they live by the Jager Code and “have each others’ backs” for a chance to win a trip to Las Vegas.
Interested participants must like Jagermeister USA’s Facebook page before entering their stories. Jagermeister USA had 831,000 Facebook fans as of Monday. That’s up from 826,000 on Friday.
Jager rep Kate Laufer says consumers are submitting stories about various experiences they have had with groups of friends, family, bands, and military personnel. Laufer did not disclose how many fans have entered so far.
The competition began February 19 and will run for eight weeks. Each week, two entrants will advance to the final round – one based on popular vote and one Jagermeister-chosen “Wild Card,” which also happens to be the name of Roach’s gym in Los Angeles.
As of Monday, however, there were no entries in the “Current Round” gallery to vote on.
The competition will continue to accept submissions until the week of April 8.
Winners for the first two weeks appear under the “Finalists” tab.
With two fans advancing each week, the final round will include 16 people.
Those who advance due to popular vote will receive boxing memorabilia signed by Roach. The grand prize winner will be selected by Roach and announced the week of April 21.
Jagermeister launched its first U.S.-based ad campaign, “A Stronger Bond,” in May 2012. This ongoing campaign is also focused on the 21-to-29-year-old male demographic and features seven men “at the top of their crafts,” Laufer says. Roach is one of the featured men.
According to Jagermeister, Hall of Famer Roach has trained 31 world champion boxers. Over the course of his career, he has been very outspoken about taking care of his fighters, advising them when it is time to call a fight or walk away from the round, Jager says.
In a prepared statement, Amanda Blanco, vice president of marketing for Jagermeister at Sidney Frank Importing Company, Inc., says, “Social responsibility is extremely important to the Jagermeister brand…We intend to effectively communicate the power of knowing when you’ve had enough and it’s better to sit a round out.”
According to Laufer, Jagermeister is promoting the campaign through Facebook and “select media buys.” She did not elaborate.
A Brother in Your Corner is also getting a push from Roach on Twitter. @FreddieRoach has 120,000 followers. (@JagermeisterUSA has 14,000.)
A YouTube video featuring Roach and Eva Futch, widow of Roach’s coach Eddie Futch, has 6,200 views.
Jagermeister USA has also updated its Facebook cover photo to reflect the campaign.