Attendees at Electric Daisy Carnival in New York over the weekend were the first to experience Haus 56, a Jägermeister treehouse, complete with two large horns resembling those of the stag on the liqueur’s logo.
The consumer activation was the first installment of an Electronic Dance Music (EDM) festival program in partnership with Live Nation that is meant to engage Jägermeister’s target consumers, ages 21 to 24. Jägermeister is the official liqueur sponsor of six festivals this summer, with EDC N.Y. being the first. Each event will feature the Haus 56 activation.
In Haus 56 at EDC N.Y., guests were able to enjoy DJ performances from the Kinetic Field stage on a special elevated viewing deck while drinking craft cocktails, including The Drop (Jägermeister, coconut water, lemon juice, pineapple juice, simple syrup), The Banger (Jägermeister, lime juice, agave nectar, apricot preserves, ginger beer), and Beat Meister (Jägermeister, pink grapefruit juice, simple syrup, grapefruit soda).
Haus 56 also featured a slide to bring guests from the upstairs bar to the bottom of the treehouse, a porch swing, and stations for fans to make bracelets and flower crowns, apply temporary tattoos, and get their faces painted.
“We’re thrilled to be partnering with the world’s leading live entertainment company, Live Nation, to launch our largest event marketing initiative to date in the United States,” said Marcus Thieme, chief marketing officer at Sidney Frank Importing Company, Inc. “Consumers attending these six dance music festivals will be able to experience Jägermeister like never before by discovering its heritage and quality through a fully immersive, multi-sensory environment.”
Upcoming events include EDC Las Vegas, HARD Summer Music Festival, HARD Day of the Dead, and EDC Orlando.
Not sure what Jägermeister actually is? Check out our story here to find out more.