Following on from our feature on festival activation models (via Frukt), this piece will explore one of the most impressive music festival activations we’ve seen to date: The Jägerhaus.
What is the Jägerhaus? It’s a 20×20 meter space consisting of 4 distinct areas: The Lodge, The Backyard, The Warehouse and The Loft. The space is fully programmed for both night and day activities, which draw on Jägermeister–backed artists and the features of the installation itself. With a price tag of £1 million, this effort by the brand represents some next-level thinking so far as experiential marketing goes. Naturally, the brand wants to get the most out of it; music fans can expect to see the Jägerhaus at key festival properties including:
Field Day – London 6th-7th June
Kendal Calling – Cumbria, 30th July – 2nd August
Bloodstock – Derbyshire, 6th – 9th August
Rebellion – Blackpool, 6th – 9th August
BoomTown – Winchester, 13th-16th August
Bestival – Isle of Wight, 10th-13th September
Damnation – Leeds, 7th November
What makes this a next-level activation?
Choice of festival property:
Jägermeister hasn’t gone for the biggest, brightest festivals. Field Day is utter musicophile debauchery, whereas Bloodstock (as the name suggests) is a full on heavy metal affair. The festivals are well established but still cater toward a fairly specific cross-section of young music lovers. This is the advantage of operating in such a diverse market (the UK in this case), as mid-sized festivals have to work quite hard themselves to find their own identity in the mix. Actually it may be helpful to profile a festival property like a person when weighing up your options: what clothes would it wear? What activities would it love to participate in? Would it chill out and listen to a mix, or go on a wild bender in a dive bar? By targeting mid-level properties, the brand gets to cultivate a special presence for itself, which wouldn’t be possible at Glastonbury for example, where the sheer size of the event could threaten to blotch it out.
There’s no doubt about it: the Jägermeister team are getting their hands dirty and really curating an experience within an experience. The space is being programmed with talent that the brand itself has sourced via its broader music initiatives. The installation itself ‘does stuff’ which is interesting but on topic. The entrance tunnel for example stimulates fans’ sense of smell, featuring a fragrant mist of 52 herbs (representing the ingredients found in the spirit). The lodge looks like it is part of the story of the festival, a part of another world. You can’t help but want to explore.
Concept and Planning:
This activation would have taken an incredible amount of foresight. For starters, the activation in each case needs to be situated in a woodland area, which would have involved surveying the market for ideal locations whilst ensuring the festival was a fit months beforehand. Then of course there are the unique logistical challenges – the price you pay for great creative. The activation is also being complemented by online social amplification that needs a great deal of planning in order to ensure off and online activity meets coherently. Luckily the design itself is intriguing enough that people will want to take pictures and share their experience of the Lodge and other elements without much prompting.
To summarize, Jägermeister’s “Jägerhaus” really exemplifies what can be done if a brand works closely with festival organizers to go a few steps beyond your typical ‘brand box’. It’s a big commitment and requires a lot of planning, but in Jägermeister’s case it is worth it. The best case scenario would be that people leave the festival believing that this too was a part of a great day out, and something to look forward to returning to in future years.