"Real Adviento" has turned the brand's BeReal channel into an advent calendar.
In order to connect with generation Z Jägermeister Spain launched its profile on the social network of the moment: BeReal. To enter this new platform, the brand has created Real Adviento, an advent calendar that, following the rules of BeReal, has given away brand products to its fans every day until 24th December.
The Spanish agency La Despensa, responsible for the brand's digital communication, has been in charge of developing this creative idea. "As a reference brand for the younger generation, we always want to be where their activity and conversation takes place. In this case it is BeReal, so we have taken advantage of this social network and Christmas to make our followers' wishes come true," says Auxi Barea, Head of Social Media and Content at La Despensa. Meanwhile Eva Bedón, Creative Director of the campaign, says "More and more brands can (and should) break with the established forms of communication, listen more to their audience to understand their rules of the game, and connect from entertainment. Jägermeister is certainly a brand that can afford it."
For Adrián Rico, Digital Manager of Jägermeister, this action is another step in the company's strategy to be a benchmark brand in social media. "Spain is one of the leading markets in terms of digital communication globally, something we are very proud of, and it is thanks to disruptive ideas and related to the target like this".
From December 1st to the 24th , this advent calendar has been available on the Jägermeister Spain profile on BeReal. Every day and following the rules of this platform, a photo was uploaded in real time with a new surprise gift. To participate, users had to react to the publication and share it on their social networks. The action has achieved more than 7,200 participations to get brand objects such as caps, T-shirts, fanny packs or posters, demonstrating that Jägermeister is a true love brand. In just 10 days, Jägermeister had already reached the maximum number of followers in this social network.
Ad agency: La Despensa, Spain