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Jägerplatz – A Hidden Festival Experience
Project type
Summer campagne: Festival Activation
Scope
Brand Activation, Experiential Marketing, Cultural Partnerships, PR, Social
Date
Summer 2023, 2024 & 2025
Role
Head of Project / Creatief
Project info
Strategic challenge
How do you create a festival activation that cuts through dozens of sponsor booths and makes Jägermeister stand out as a cultural brand?
Insight
Festival visitors crave discovery and exclusivity. The most memorable spaces are those that feel hidden, surprising and worth sharing with friends.
Approach
We designed Jägerplatz: a hidden mirror-door that opened into two unique experiences. On the left, an infinity room that embodied Jägermeister’s sense of mystery. On the right, “the coolest place at the festival” – literally, with air-conditioning – giving visitors both relief and a memorable brand moment.
Impact
• Over 500,000 physical visitors across multiple years of festivals
• Consistently rated among the highest-scoring activations in visitor surveys
• Recognized by media and fans as the “coolest booth” on the festival grounds
• Generated significant organic reach on social media through shareable design
• Strengthened Jägermeister’s cultural positioning as more than a sponsor, as part of the festival experience itself
