With nightlife and everyone involved in it under threat, Jägermeister and ENGINE have launched a global initiative to support both sides of the nightlife community during the COVID-19 crisis.
#SAVETHENIGHT brings together the inspirational network of artists, creatives and bartenders whose livelihoods have been impacted, and the wonderful crowd that would normally flock to clubs and bars every week to hang out with their friends.
Launching the initiative is ‘Meister Drop-ins’, a unique online talent-booking service that ENGINE have created to connect virtual party-goers with `Meisters‘ of nightlife from across the globe.
These ‘Meister Drop-ins’ are booked via www.save-the-night.com where party-goers can scroll through the profiles of over 40 Meisters – from DJ sets to cocktail masterclasses, musicians to creative performers – and book them, for free, to ‘drop-in’ to their parties on Skype, Zoom or Houseparty. The Meisters are paid by Jägermeister for their appearance and when the 20-minute performances are complete, they can also be tipped by the party-goers via PayPal.
Michael Volke, Chairman of the Executive Board of Mast-Jägermeister SE explains, “As a family-owned business, the solidarity that is so essential is a matter of heart to us, especially when times are hard. Our brand and our company have been built in cooperation with passionate meister mixologists, bartenders, musicians and artists. For us it is self-evident that we now give back to them by implementing this hands-on initiative.”
Dave Roberts, Chief Content Officer at ENGINE said, “Meister Drop-ins take a completely different approach to other drink brand activations that ask the audience to come to them. We're taking the talent to our audience, on their terms, while also creating an income stream for that talent. I’m extremely proud of the team who helped develop this content platform – created totally in-house (or, in our houses!) by ENGINE and delivered at breakneck speed, with the idea pitched in week one of lockdown and live globally by week four.”
Jägermeister’s #SAVETHENIGHT initiative also encompasses other activations including ‘Meister Classes’, a series of Meister masterclasses set to launch later this month.
Global Head of Marketing: Tim Jerg
Global Brand & Communictions Manager: Benedikt Fimpel
Chief Content Officer: Dave Roberts
Global Client Managing Director: Daisy Domenghini,
Account Management: Harriet Lewis & Olivia Lloyd
Creative Director: Charlie Johnson
Creatives: Alicia Job & Jess Watson
Senior Creative Technologist: Kim Lawrie
Strategy Director: Allan Blair
Integrated Project Director: Cathy Buchanan
Designers: Aaron Pacey, Paul Kennerley
Post-Production Producer: Jakub Pieta
Motion GFX Editor: Jamie Thodesen