Jagermeister has launched a social media-based competition with messaging focused on drinking responsibly.
Jagermeister -- America’s #1-selling imported liqueur and one of the world’s top shot brands -- partnered with Hall of Fame boxing trainer Freddie Roach to challenge consumers to share stories of how they demonstrate “The Jager Code “of having "A Brother in your Corner" when drinking responsibly.
Those who share their stories on the JagerUSA Facebook page (also accessible through Jager.com) earn a chance to win a trip to Las Vegas with three friends, a private training session and dinner with Roach, boxing tickets and access to a VIP party.
Each week for eight weeks, through Feb. 19, two entrants will advance to the final round -- one based on popular vote and one a Jagermeister-chosen wildcard. Those who advance through popular vote will also receive boxing memorabilia signed by Roach. The winner of the grand-prize trip will be selected by Roach and announced the week of April 21st.
A video promoting the competition, by the brand’s agency, Mistress, features Roach relating a story about how boxing trainer Eddie Futch sought to protect Roach near the end of Roach’s boxing career (Futch’s widow, Eva Futch, also makes an appearance in the video).
Amanda Blanco, VP of marketing for Jagermeister at Sidney Frank Importing Company, Inc., said the competition is intended to “effectively communicate the power of knowing when you've had enough -- that it's better to sit out a round."
The competition is an extension of Jagermeister’s “Stronger Bond” campaign, also from Mistress, the brand’s first television and multi-platform integrated campaign in the U.S. Launched in May 2012 and targeted to males 21-29, that campaign brought together Roach and six other men “at the top of their respective crafts” to form “the ultimate bond.”