Jägermeister, Divine the Darke

 

Divine the Darke is an immersive AR Tarot experience on Snapchat that offers bar-goers a glimpse into what their futures might hold. Intricate illustrations invite the user to explore Jägermeister’s rich heritage. Snapcodes embedded in on-and-off premise collateral bridged the gap between digital and physical.

Digiday - Jägermeister turns to Snapchat for Halloween Push
Chief Marketer - Thousands Share Jägermeister’s Halloween Snapchat Game
Media Post - Jägermeister Taps Augmented Reality for Halloween
Mobile Marketer - Jägermeister's AR Tarot deck serves Snapchatters their 'cocktail fate'

With astrology trending and the Tarot itself experiencing a renewed interest amongst our target, we decided to blend two of our target’s favorite things: Snapchat and the Tarot—translating the brand’s heritage into a custom Augmented Reality Tarot card experience. From a visit to the Herbologist’s ingredient-filled shop to a hunt for the brand’s iconic stag in the mysterious Darkë Woods, each lens functions as a Tarot card fortune, inspiring the possibilities of the night and suggesting a Jägermeister cocktail pairing to match.


90M Snapchat impressions
1:30 playtime (10x average)
13% share rate (10x average)
10M on-premise engagements

Credits.

 

Dave Snyder, ECD

Ulrika Karlberg, Creative Director

Sam Isenstein, ACD

Bo Floejborg, ACD

Lily Stockton, Creative

Joey McRobert, Creative

Cassidy Moriarty, Strategist

Michael Kuzmitch, Motion Graphics Director

Benjy Deng, Motion Designer

Ron White, Supervising Technical Artist

Katie Leo, Program Director

Ben Kainz, Producer

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