The campaign's mission focused on engaging and influencing Uber riders in the target audience in Florida, Georgia, and Missouri to choose Jägermeister as their preferred shot when heading out for a night with friends.
By delivering strategically timed in-app advertisements throughout the user journey (Dispatch, Enroute, On Trip), the campaign aimed to keep Jägermeister top of mind with the audience during key decision-making moments.
This is a first-of-its-kind partnership — a first for Uber and a first for Jägermeister. Results showed a dramatic lift in both ad engagement and CTR.
The brand created a persona to encompass its target audience: The persona was named Freddy and represented men between the ages of 21 to 35 years old who drink shots and live in the U.S. states of Florida, Georgia, Missouri.
The campaign seamlessly aligned creative and media strategies to engage gen Z and millennials at key moments in their journey. The creative strategy delivered a bold message, positioning Jägermeister as the ideal choice for shots while promoting responsible drinking. The media strategy leveraged Uber's in-app advertising to reach users at three critical touchpoints during their ride — Dispatch, Enroute, and On Trip — targeting those headed to bars serving Jägermeister. This real-time engagement kept the brand top of mind and encouraged immediate purchase decisions.
Uber's ability to deliver contextually relevant ads allowed Jägermeister to integrate naturally into the user's experience, creating timely and impactful brand interactions. The campaign effectively boosted brand visibility and engagement by reaching consumers when they were most receptive.
The entire budget was focused on mobile, utilizing the Uber app. The sophisticated integration of Uber's advanced targeting capabilities with Jägermeister's account data allowed for precise synchronization between the Uber platform and bars serving Jägermeister in the target markets. This ensured the campaign reached users most likely to engage with the brand at the perfect moment.
By leveraging Uber's in-app advertising technology, the campaign targeted users based on real-time location and destination. This created a highly relevant and personalized brand experience, keeping Jägermeister top of mind at just the right time.
Uber's enabling technology connected with user behavior, allowing for dynamic, contextually relevant ad delivery. The campaign's success was driven by its ability to synchronize ad timing with user journeys.
The alcoholic beverage market is highly competitive. The brand sought to reinforce its position as a top choice for social occasions, competing against a growing number of craft spirits and trending beverages that are vying for the attention of this demographic, gen Z and millennial males who value unique, lifestyle-driven experiences. The campaign was launched to re-establish Jägermeister's presence and encourage on-premises consumption by strategically intercepting this audience on their way to bars and restaurants. The goal was to keep Jägermeister top of mind and ensure it remained the go-to shot for nights out, despite the crowded and competitive marketplace.
The campaign exceeded Uber's benchmark click-through rate by 42 percent and exceeded Uber's benchmark of time spent on ads by 49 percent, significantly boosting Jägermeister's visibility among its target audience. These metrics indicate a strong engagement, demonstrating that the campaign effectively kept Jägermeister top of mind during key decision-making moments.
The successful integration of Uber's targeting technology with Jägermeister's marketing strategy set a new standard for how the brand could engage with its audience in real-time. This successful and innovative approach has opened the door for future campaigns to leverage similar technologies, encouraging a continued focus on personalized, contextually relevant marketing to drive on-premises consumption and maintain a competitive edge.
This highly innovative campaign, the first of its kind, significantly impacted the target audience, especially in cities with higher engagement. Time spent on the ads saw a substantial increase over Uber's highest benchmark, with Florida leading as the top-performing state. Miami contributed most to this success, driving performance above benchmarks, followed by Tampa and Atlanta. Saturday was the standout day, with strong CTR and a significant share of trips. Smaller Uber vehicles saw longer engagement, while larger vehicles had higher overall engagement. The weekends, particularly Saturday, were the top-performing days, reflecting stronger audience interaction and trip generation.
