Spirit brand Jagermeister has released its first mobile app, JagerBonds, which it says uses images and videos from multiple users’ social media posts to create a video highlight reel of a group’s night out.
The app also allows users to combine their individual night with other consumers and “provides an innovative way for Jagermeister drinkers to capture the energy and feel of the time-honored Jagermeister night in a whole new way,” the brand says.
In other words, users connect the app to their Facebook and Instagram accounts and then invite their friends to join so-called “Bonds” by sharing unique codes.
The app then runs in the background on these phones.
“As you go through the night taking pictures and posting to different feeds like Facebook and Instagram, it scrapes in the back and aggregates them into an awesome [30-second] music video,” says Adam Rosen, executive vice president of marketing for Jagermeister at Sidney Frank Importing Company.
The app also includes songs from artists like Fall Out Boy, Eli Young Band, and Paul Oakenfold.
Two weeks after the launch, Jagermeister says the app had more than 10,000 downloads.
Calling Jagermeister the “king of the shot,” Rosen says 21- to 29-year-olds are a key target for the brand.
“We are always trying to think of innovative and exciting ways from a marketing perspective to connect with our consumers, and the key consumer is looking at beverages in a different way because everything is so based in mobile and being digital first and mobile first,” Rosen says. “We knew we wanted to be there, but we had to do it in a Jagermeister sort of way, which, from a consumer perspective, means a shot in one hand and a phone in another.”
Jagermeister says its app also cures the “Fear of Missing Out” syndrome many Millennial consumers experience when they are unable to go out with friends.
“With so much happening in technology and social, they always want to be everywhere and don’t want to miss a great party,” Rosen says. “You could be out at three, four, or five bars or in multiple cities and be connecting through the app and aggregate all the great times in a highlight reel the next day.”
The intent is to help Jagermeister drinkers have a much more “cool experience when having fun with friends” and to provide value in a way that is relevant to those consumers, Rosen adds.
Jagermeister says it is the seventh-largest premium spirit brand in the world and the number one selling imported liqueur in the U.S.
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