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KI/KI x Jägermeister: From Free Rave to Retail Icon
Project
Campaigns
Scope
Brand Activation, Cultural Partnerships, Earned Media/PR, ATL & BTL, Influencer Marketing
Date
October 2024 – extended into 2025
Role
Head of Project / Initiator
Project info
KI/KI x Jägermeister – From Free Rave to Retail Icon
Strategic challenge
How can Jägermeister strengthen its cultural relevance during ADE and position itself as a true partner of nightlife?
Insight
Tickets for in-demand artists like KI/KI sell out in minutes. Fans long for access to meaningful nightlife experiences, not just another sponsored event.
Approach
I developed a free, registration-only rave in the iconic Gashouder with Awakenings and KI/KI. By removing financial and social barriers, we created cultural equity for the brand: celebrating nightlife, rather than exploiting it.
Impact (2024)
- 15,000 registrations and 4,000 attendees
- €287,000 PR value and viral media attention
- Strengthened Jägermeister’s positioning as a cultural catalyst during ADE
Long-term collaboration (2025)
Building on the success, we extended the partnership into 2025 with a limited-edition KI/KI x Jägermeister bottle. The bottle was distributed across all major retail channels and supported by an influencer-driven campaign, merging nightlife credibility with nationwide consumer reach.
Impact (2025)
• National retail visibility for Jägermeister through an artist collaboration
• Influencer campaign amplified cultural relevance among Gen Z and young millennials
• Proof that cultural partnerships can transition from underground to mainstream while staying authentic.
