It’s a well known fact that the best bars are the hardest to get into and always have the toughest bouncers on the door. And the new Jägermeister ‘win a home bar’ promo, valued at $10K, is so good, it only makes sense it too should have a bouncer on the door.
That’s the simple thinking behind the new campaign by Connecting Plots, who’ve enlisted Frank Künster, legendary Berlin bouncer to front the promotion.
Frank Künster is a bouncer, club owner, film producer, and actor and is well known for his involvement in the explosion of the Berlin nightclub scene following the fall of the Berlin wall.
In an interview with Complex, Künster was asked how to get past the toughest doormen in Berlin to which he replied “with the bouncers, it’s totally irrational. They look at you, and when they’re in a good mood, they let you in. And when they’re not, you’re going to be refused.”
The promotion, which gives people the chance to win a custom home bar set-up worth $10K is aimed at increasing sales of Jägermeister classic and driving off-premise trial with consumers being encouraged to enter through neck tags on Jägermeister bottles as well as through digital and social.
“Your very own custom-built bar with a Jägermeister tap machine is the perfect excuse to throw a house party,” says Ollie Dickson, Marketing Director for Brown Forman. “With consumption habits shifting towards the home occasion, this is a perfect opportunity to reframe Jägermeister as the drink for these moments.”
“There’s a very timeless insight in this idea that everyone can enjoy” says Dave Jansen co-founder of Connecting Plots “ Frank make’s the promotion fun and interesting which will help it get the right kind of attention”.
The campaign is now live across in-store, digital and social. Entries are open at jager-au-win-at-home.herokuapp.com