Speaking of MRY today, the agency has teamed up with Jägermeister to create the new app, “JägerBonds.”
The new app “transforms images and videos from multiple users’ social media posts into a video highlight reel of a group’s night out with Jägermeister” — kind of a cool idea, and one that should appeal to the young folks who comprise Jägermeister’s target demographic. Since the app is free, and easy to use, it could catch on with the right crowd. It’s a good example of a social campaign that offers people a service tied to the brand rather than just trying to sell them something.
“When the average Jägermeister consumer goes out, they typically have a drink in one hand and a mobile phone in the other,” says Heather Kozera, director of digital marketing for Sidney Frank Importing Company, Inc. “The JägerBonds app puts Jägermeister in both hands of the consumer, creating a useful and meaningful connection between a great night out and this iconic brand.”
The JägerBonds app is available to download for free at the iTunes and Google Play stores. Users simply connect the app to their social media accounts and invite friends to join along with coded “Bonds.” Then, when everyone posts to social media during their night out, JägerBonds compiles the posts and pairs them with music to document the event.
MRY, which was named the brand’s digital agency of record last October, managed all promotions, in addition to designing and developing the app. Supporting executions include “online and mobile engagements, as well as Out of Home elements in close to a dozen target markets.” MRY described the campaign’s strategy as being “to evolve the way Millennials think of Jägermeister by making the brand name synonymous with ‘uncommonly great nights.'” Check out the video above to see the app in action.