The goal was to keep Jägermeister top of mind and ensure it remained the go-to shot for nights out, despite the crowded and competitive marketplace.
The campaign was designed to engage and influence Uber riders in the target audience in Florida, Georgia, and Missouri to choose Jägermeister as their preferred shot when heading out for a night with friends.
The brand sought to to reinforce its position as a top choice for social occasions, competing against a growing number of craft spirits and trending beverages that are vying for the attention of this demographic - Gen Z and Millennial males who value unique, lifestyle-driven experiences.
The campaign was launched to encourage on-premise consumption by strategically intercepting this audience in real time on their way to bars and restaurants.
Uber was a perfect partner to achieve the goal as it was the closest touchpoint to purchase before the consumer hits the bar, and the app provided a captive audience for our message.
By delivering strategically timed in-app advertisements throughout the user journey (Dispatch, Enroute, On Trip), the campaign aimed to keep Jägermeister top of mind with the audience during key decision-making moments. This is a first-of-its-kind partnership – a first for Uber and a first for Jägermeister.
The campaign seamlessly aligned creative and media strategies to engage Gen Z and Millennials at key moments in their journey. The creative strategy delivered a bold message, positioning Jägermeister as the ideal choice for shots while promoting responsible drinking.
The media strategy leveraged Uber’s in-app advertising to reach users at three critical touchpoints during their ride—Dispatch, Enroute, and On Trip— targeting those headed to bars serving Jägermeister. This real-time engagement kept the brand top of mind and encouraged immediate purchase decisions.
Uber's ability to deliver contextually relevant ads allowed Jägermeister to integrate naturally into the user’s experience, creating timely and impactful brand interactions. The campaign effectively boosted brand visibility and engagement by reaching consumers when they were most receptive.
The sophisticated integration of Uber’s advanced targeting capabilities with Jägermeister’s account data allowed for precise synchronization between the Uber platform and bars serving Jägermeister in the target markets. This ensured the campaign reached users most likely to engage with the brand at the perfect moment.
By leveraging Uber's in-app advertising technology, the campaign targeted users based on real-time location and destination. This created a highly relevant and personalized brand experience, keeping Jägermeister top of mind at just the right time.
Uber’s enabling technology connected with user behavior, allowing for dynamic, contextually relevant ad delivery. The campaign's success was driven by its ability to synchronize ad timing with user journeys.
This first-of-its-kind campaign delivered strategically timed in-app advertisements throughout the user journey (Dispatch, Enroute, On Trip), keeping Jägermeister top of mind with the audience during key decision-making moments. Results show a dramatic lift in both ad engagement and CTR.
The campaign exceeded Uber's benchmark click-through rate by 42%, and exceeded Uber's benchmark of time spent on ads by 49%, significantly boosting Jägermeister's visibility among its target audience. These metrics indicate a strong engagement, demonstrating that the campaign effectively kept Jägermeister top of mind during key decision-making moments.
