Jagermeister Summons 'Darke Spirits' in AR Campaign

Cyndi Loza
Associate Editor, Path to Purchase Institute
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German liqueur brand Jagermeister has teamed with location data provider Foursquare to run a Halloween-themed campaign that lets mobile users see "Darke Spirits" in augmented reality.

The AR experience can be unlocked through point-of-sale materials as well as targeted ads to specific audiences as they enter various geo-fences, a Jagermeister spokesperson told the Path to Purchase Institute. Depending on their whereabouts, consumers are served an ad that either communicates:

  • "A Darke Spirit is Nearby," directing users to a list of nearby participating restaurants, bars or stores that carry Jagermeister where they can access the AR experience (see video below), or
  • "A Darke Spirit is" lurking at their location. 

Once at a participating location, users are instructed to aim their smartphone camera in an open area to reveal a "Darke Spirit" via AR. "They will be able to engage with it, move it around the screen, even explore it (seeing it from the sides and back)," the spokesperson said. (See video below.) 

Users are also encouraged to capture a photo and share it with their friends via social media using hashtag #DarkeSpirit to enter to win one of 16 Halloween party packs, comprising a Jagermeister Shotmeister, four t-shirts and hats and six shot glasses. The sweepstakes runs Sept. 1 through Nov. 1.