In pictures: Jägermeister unveils million-pound activation

Jägermeister launched its biggest-ever festival experience at Field Day in London last weekend (6-7 June).

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The spirit brand’s £1m Unearthed experience is housed in a purpose-built Jägerhaus. Devised in collaboration with agency Frukt, the activation will tour the UK festival circuit until November.

Unearthed has been designed to appeal to Jägermeister’s core audience of 24-35 year-old men, reflect the drink’s heritage and bring friends together, maximising the amount of time they spend surrounded by the brand.

Primarily designed as a music venue showcasing recently-discovered artists, DJs and bands, the Jägerhaus also features intereactive elements. The Entrance Tunnel greets guests with a sensory mist made up of some of the 56 herbs and spices used to create Jägermeister.

Several bars are located around the destination offering up three different serves of the drink. A VIP area, which is located in The Loft, features a bar with table service, a cocktail menu and a direct view of the performing DJs and bands.

Samantha Green, events manager at Jägermeister, said: "Jägermeister is a brand synonymous with music and music festivals. This year we’re excited to announce our biggest and most impressive activation to date. We are investing heavily in driving engagement amongst our key target audience at festivals that resonate with Jägermeister’s ‘unconventional’ brand DNA to increase engagement and deliver the full Jägermeister experience.

"Jägermeister is known and loved as an authentic, traditional drink with an unconventional image and the Jägerhaus festival activation immerses consumers into the brand in a way which stays true to it."

The Unearthed experience will visit:

  • Kendal Calling, Cumbria - 30 July - 2 August
  • Bloodstock, Derbyshire - 6 - 9 August
  • Rebellion, Blackpool - 6 - 9 August
  • BoomTown, Winchester - 13 - 16 August
  • Bestival, Isle of Wight -10 -13 September
  • Damnation, Leeds - 7 November

More: Jägermeister hires Frukt for music activations

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