Jägermeister conjures 'Darke Spirits' in geotargeted ad campaign

Brief:

Jägermeister, the German brand of herbal liqueur, is running a Halloween-themed promotion with location data provider Foursquare that lets mobile users see "Darke Spirits" in augmented reality (AR), per an announcement shared with Mobile Marketer.
The campaign is twofold. It serves location-based ads that say "Find a Darke Spirit for a Chance to Win" that can be tapped to get directions to nearby bars that serve Jägermeister, and a separate ad geotargeted around bars that says "A Darke Spirit Is in the Bar." The in-bar ad urges patrons to point their smartphone cameras at a bottle of Jägermeister to see an AR animation of a ghostly spirit, per campaign videos shared with Mobile Marketer.
Mobile users who capture a picture of the spirit and share it on social media have a chance to win Jägermeister and Halloween-themed prizes. Jägermeister also will distribute Halloween masks that can be scanned to activate the AR experience, per its announcement.

Insight:

Jägermeister aims to drive foot traffic to participating bars with this year's Halloween-themed campaign that relies on Foursquare to deliver geotargeted ads, and then to seek out Jägermeister in those bars. Geotargeted advertising builds on last year's Snapchat campaign that urged smartphone users to scan Jägermeister-branded materials in bars or stores to unlock an AR experience. This time, Jägermeister aims to reach mobile consumers outside of those venues and point them to the nearest venues that serve the liqueur.

Geotargeted advertising is one of the key innovations that mobile platforms offer to marketers, and spending on location-based campaigns is forecast to grow. Eighty-nine percent of marketers said they had boosted sales by using consumer location data to improve ad campaigns, a survey by location data provider Factual found. The percentage of marketers that planned to use location data in their marketing is set to rise to 94% in 2020 from 84% this year. The top uses of location data are predicted to be ad targeting (67% of marketers), audience engagement (53%) and customer experience (52%), the survey said.

Other alcohol brands have developed a variety of strategies to reach tech-savvy young adults, including mobile, social media and experiential marketing activations. Kahlúa, Skyy Vodka, Malibu, Shackleton Whiskey, Remy Cointreau and Campari's Wild Turkey are just some of the labels that have recently developed mobile campaigns aimed at prolonging exposure with on-the-go consumers.