Live Nation Partners With Jagermeister For EDM Marketing, Festival Activation
February 11, 2016 at 1:53 PM (PT)
LIVE NATION and JAGERMEISTER have partnered on an integrated Electronic Dance Music festival program to engage their target consumers to build brand loyalty, and foster true appreciation for the product.
This is the first time JAGERMESITER will participate in an EDM program of this magnitude. This summer, they will be the official liqueur sponsor of six festivals including ELECTRIC DAISY CARNIVAL (EDC) in LAS VEGAS (JUNE 17th-19th) and NEW YORK (MAY 14th-15th), as well as HARD SUMMER in LOS ANGELES (JULY 30th-31st). JAGERMEISTER also plans to be on hand at HARD DAY OF THE DEAD in L.A. and ELECTRIC DAISY CARNIVAL ORLANDO, with dates yet to be announced.
A custom-built, festival-driven activation at each show will include craft cocktails, DJ performances and an elevated deck, among other unique surprises. Throughout the festival season, JAGERMESITER will unlock exclusive program content and reveal secret on-site experiences to fans through brand and social media.
SIDNEY FRANK IMPORTING COMPANY CMO MARCUS THIEME commented: "We're thrilled to be partnering with the world's leading live entertainment company to launch our largest event marketing initiative to date in the U.S. Consumers attending these six dance music festivals will be able to experience JAGERMESITER like never before by discovering its heritage and quality through a fully immersive, multi-sensory environment."
The EDM festival platform will focus on JAGERMEISTER's brand heritage, premium ingredients and complex production process.
Added LIVE NATION President Of Media And Sponsorship RUSSELL WALLACH: "EDM is the music of the MILLENNIAL generation. We are looking forward to partnering with JAGERMEISTER to create the most captivating onsite experiences at our festivals, and having our LIVE NATION STUDIOS team produce compelling content for the millions of dance music fans that attend our events and enjoy our inventive content online."
LIVE NATION and JAGERMESITER will produce a 12-segment original content video series called "The Art Of The Craft." The series release will coincide with the various festivals and will feature artists with a passion for the brand who are playing at these festivals. This content series will be available on www.jager.com and www.insomniac.com.