Working on the activation in-house in association with the Stratford-upon-Avon festival organisers, the bespoke party experience will feature a futuristic music experience, a shot bar, laser show, a cocktail bar and an outdoor courtyard area and seating space.
Acts book to play in the bunker include dance acts Eton Messy, 10:31 and FACE.
The experiential launch is part of Jägermeister’s summer festival campaign, which will see the brand open activations at nine different festivals and events and target an estimated 3.2 million consumers. The brand aim to increase shot sales from 2013’s total of 450,000 to 550,000.
At Download festival in June, the brand created a Deep Freeze ice bar – a ten-metre ‘destination bar’ incorporating a separate VIP area.
In its capacity as the spirit sponsor of Tough Mudder races, Jägermeister will bring its ‘apre-mud’ after-party concept to the endurance challenges until October. The parties feature an ice-cold branded bar and photobooth. Other festivals attended include Kendall Calling, Bloodstock and Sonisphere.
Samantha Green, Jägermeister events manager, said: "The festival and events programme is one of our key methods for interacting with our core consumers and is geared towards ensuring maximum awareness amongst a 24-35-year-old audience. With events taking place all over the UK, our trade partners will really benefit from the heightened brand awareness created throughout the summer.
"With a more varied programme, including smaller events with a large core target audience, we have really aimed to build on the brand’s ethos of bringing friends together which is also conveyed with the sponsorship of Tough Mudder, a first for Jägermeister."
Comment below to let us know what you think.
For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by subscribing here.