With an initial email marketing push, the campaign picked up steam and grew organically around the brand and in the tattoo culture. Quality engagement grew, with active conversations and more than more than 10,000 Facebook likes in the first weeks of the promotion. At the time for the winners to be chosen, we had received over 4,000 eligible submissions who agreed to get a tattoo from a brand and more than 1.5 million impressions, which is reach beyond the superfan. Finally we were able to reward three ultimate fans with a permanent expressions of Jäger loyalty: A Jägermeister tattoo.