Why integrate the product in a music video... when you can put the music video on the product? We collaborated with German top rapper Summer Cem to produce the first music video on a bottle and combined the track release with an innovative e-commerce campaign.
Jägermeister has been active in the hip-hop business for years. In 2019, the purpose was to further consolidate this standing by addressing a new, young target group and generating brand awareness and traffic for the Jägermeister online shop. This was a project that challenged us to rethink e-commerce activation.
Forget product placement: We didn't let the bottle take place in the video, but instead made the video happen the video on the bottle. We joined forces with rapper Summer Cem and decided to reproduce the choreo of his track “Pompa” on the iconic Jägermeister bottles – for a release unlike any other. What makes the track extraordinary is a new kind of brand integration: The product is not subtly placed inside the video but is just as much the star of the performance as the artist.
Within 15 minutes after the launch of the limited edition all 756 bottles were sold out. Our "BOTTLE TRACK" generated over 9 million plays and reached number 9 in the Spotify charts and number 6 in the YouTube trends. Additionally, several popular rappers spontaneously shared the track on their social media channels – tagging not only the artist, but us as well. And it didn’t end there: A market research study by Kantar showed a 34% increase of brand relevance among the target group (18-39). The study also indicated a rise of 31% in the direct association between the Jägermeister brand and the Hip Hop genre. A new milestone for Jägermeister: From fans to friends.
The challenge of the campaign was not to stage Summer Cem's track as a sales video, but to use synergies from which both the artist and client would benefit. For the video production, rapper Summer Cem was filmed in advance in front of a black screen. The resulting material was then lasered frame by frame onto a total of 756 Jägermeister bottles on set and staged during the shoot by using stop-motion technology. At the end we created a unique track with Summer Cem’s performance on 756 unique Jägermeister bottles. We teased the track on Instagram and Facebook – on the artist’s channels as well as our own. The hype began the moment the video dropped: The fans embraced the track, but they also celebrated the co-creation with Jägermeister. In the end, we took it even further: We made the original bottles from the shoot available in the online shop. With "BOTTLE TRACK" we showed how modern product placement works when it is integrated into native storytelling. At the same time, we created a unique track for the artist and an exclusive fan item.
Auftraggeber: Jägermeister
Regie: Pascal Kerouche
DOP: Christoph Szulecki
Produktion: Hamlet Berlin