We conceptualized the overall design of the custom branded two story “treehouse” called Haus56. Haus 56 introduced Jagermeister to a new crowd of music lovers – elevating their festival experience while educating them on all things Jagermeister. The fully immersive, multisensory experience was a nod Jagermeister’s heritage and the 56 ingredients used to make the herbal liquor. When fans stepped onto the festival grounds, they immediately gravitated towards Haus 56 because of its innovative features and commanding presence. From there, consumers were invited to explore more of the mystery and lure that surrounds Jagermeister. Integration of EDM cultural elements such as flower-crown making stations and cryo-cannon photo booths, were given a Jagermeister spin by using special ingredients and incorporating other elements authentic to the brand’s roots. Haus 56 garnered new customers for Jägermeister through its commanding presence, while activities inside the treehouse created a deeper emotional connection for the brand.

40-foot antlers sprouting from the main bar thru the second floor were a tribute to the Jagermeister stag and held a presence in the cluttered festival environment. Haus 56 featured a second level viewing deck of the main stage and a slide back down to the first floor. Craft cocktails highlighting Jagermeister’s unique ingredients were served while DJ’s performed and brand ambassadors decked out as magical forest characters guided fans around the experience. Additionally, there were several activities that dove into the EDM culture headfirst, including a station to make custom jewelry and head crowns using dried herbs from Jägermeister ingredients, three socially sharable cryo-cannon photo activations, a face painting station and more. The structure traveled to six EDM festivals across the country, specifically: Electronic Daisy New York, Electronic Daisy Las Vegas, Nocturnal, Escape, Electronic Daisy Orlando and HARD Summer.

PRE/DURING/POST EVENT:

Consumers through activation

Goal –42,000 total

Results – 64,000 attendance

Delivery – 152%

CRM Device interactions

Goal – 500 opt-ins

Results – 2,800 opt-ins

Delivery – 560%

Sweepstakes entries

Goal – 10,500

Results – 67,000

Delivery – 638%

CRM opt-ins from sweeps

Goal – 3%

Results – 28.9%

Delivery – 963%

Content Views

Goal – 120,000

Results – 164,000

Delivery – 136%

Handle interactions

Goal – 1,000

Results – 1,093

Delivery – 109%

Beacon technology/festival app data:

• Approximately 27% of audience exposure

• 19K on the upper deck and 13K on the lower deck

• Average 7 minutes 42 seconds spent on lower deck; 4 minutes and 51 seconds on upper deck

• Over 3 thousand total hours of brand exposure 

• 93% of visitors 21 to 34 years old

• Tracked favorited artists of fans who visited to provide the brand with insights into preferences

Jagermeister Point of Interest details page received 26K screen views within the app; equating to 216 hours of total brand exposure.