Jägermeister Embraces Augmented Reality for Halloween Campaign


Jägermeister, the German digestif with 56 herbs that has been polarizing customers into camps of black licorice lovers and haters since 1935, is attempting to regain market share and the place it held a decade ago at the top of the adult beverage hierarchy with a foray into augmented reality (AR), and the clever promotion comes just in time for Halloween 2018.  

This experiential AR campaign, dubbed “Divine the Darke,” engages an AR app, the Snapchat platform, and the concept of Tarot Card readings to provide a window into each customer’s future. Tarot Cards never really were that spooky despite modern associations with shady fortune tellers. In fact, they have a fascinating origin story and largely inspired the playing cards we use today for Poker, Rummy, Solitaire, etc. That said, however, this campaign isn’t really concerned with the psycho-spiritual destinies of patrons or their compliance with natural law as much as what cocktail concoction they’re destined to order and ingest. And that twist makes this a fun theme for partying responsibly.

Tarot card app pic

The “Divine the Darke” experience is unlocked by scanning a Snapcode on Jägermeister-branded materials at a store or bar. A user would then scan the Jägermeister Tarot Card Snapchat code, which prompts the opening of a new Snapchat lens for one hour. Once the lens is unlocked, the Tarot Card that’s dealt will determine your AR filter, and clicking the card suggests how you take your “Jager,” whether that’s in the form of a chilled shot or a cocktail.

These “fortunes” are accompanied by statements like, “Trust in your instincts, and follow your gut” and “Your fate is in your hands if you dare to go against the grain.”  Check out the video below for a quick demo of the campaign’s look and feel:

About Author

Jason Kushner is a videographer, editor, writer and filmmaker living in the Greater Atlanta Area. With an educational background combining film and journalism, Kushner has shot video and written for a myriad of publications and multimedia projects including Creative Loafing Tampa, TBO.com, Starline Films and Digital Signage Connection. His 2009 documentary American Colonies: Collapse of the Bee became an Official Selection at 12 international film festivals, won Best Documentary at the 2009 Central Florida Film Festival and a John Muir Gold Award at the 2009 Yosemite Film Festival.  In 2015, he became Digital Media Editor for Digital Signage Expo, LightShow West and LED Specifier Summit and has since become Digital Content Manager for those shows’ parent company, Exponation.

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