The Challenge

Build awareness and inspire the target audience to celebrate their bold moments with an ice cold shot of Jägermeister chilled at a perfect 0°F.

The Insight

Jägermeister’s 21+ Gen Z audience has the highest affinity to music, sports, and events. Barstool Sports, boasting one of the largest Gen Z following of any media brand, delivers unfiltered content on sports and pop culture to a young, male-dominated audience. A perfect match.

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The Solution

We leveraged Jägermeister’s global campaign, Damn That’s Cold, and translated “ice cold” to incredible moments in sports. We developed a first-of-its-kind collaboration between Jägermeister and Barstool Sports to seamlessly integrate Damn That’s Cold messaging into Barstool’s Mostly Sports podcast.

The Results

Just four months into the nine-month-long campaign, we have already seen remarkable success:

  • Exceeded the Barstool Sports Tune In Impression goal by +70%
  • YouTube Shorts delivered +10% above the Barstool Engagement Rate benchmark so far
  • Comment threads from Barstool Sports audience organically referencing the campaign by name “damn that’s cold” and recalling how you should drink Jägermeister properly. Jägermeister has become part of the “Jämily”.