jaegermeister case study - promotion in background loop on captive media
DESCRIPTION
We ran a campaign for Jaegermeister over 10 weeks in 3 of our UK venues, featuring a video ad in the background loop plus a branded version of our On The Piste game. Sales rose between 40% and 400% across the 3 venues.TRANSCRIPT
Jägermeister EPOS Analysis
Autumn, 2013
Captive Media ran a multi-venue trial Jägermeister campaign on its interactive washroom units over 8 weeks
• Objective: Assess effectiveness of Captive Media’s washroom engagement marketing system on rate of sale of & propensity to select Jägermeister.
• Locations: • The Exhibit bar in Balham,
London; • Butlin’s in Bognor Regis; • Ta Bouche in Cambridge
• Duration: 10 weeks during October, November and December 2013
• Pre-trial dates: 29th July – 13th Oct
• During-trial dates: 14th Oct – 22nd Dec
Jägermeister in the Captive Media loop 1. Background loop 2. Start screen 3. The Game 4. Ident/Prime Slot
The Study
Jägermeister featured in the background loop, a branded version of “Stop The Penguin”, and on the Ident slot.
• Each of Captive Media’s units played a 90-second loop of visual material, consisting of:
(i) ‘PTV’ entertainment content (ii) Jägermeister advertisements• There was no offer associated with the Jägermeister
campaign
Oct W
k2
Oct W
k3
Oct W
k4
Nov Wk1
Nov Wk2
Nov Wk3
Nov wk4
Dec W
k 1
Dec W
k2
Dec W
k3
Averag
e 2012
Averag
e 2013
0
200
400
600
800
1000
1200
Butlin's
Jaeg
erm
eist
er w
eekl
y un
it sa
les
Oct W
k2
Oct W
k3
Oct W
k4
Nov Wk1
Nov Wk2
Nov Wk3
Nov wk4
Dec W
k 1
Dec W
k2
Dec W
k3
Averag
e 2012
Averag
e 2013
0
200
400
600
800
1000
1200
Ta Bouche
Jaeg
erm
eist
er w
eekl
y un
it sa
les
Oct W
k2
Oct W
k3
Oct W
k4
Nov Wk1
Nov Wk2
Nov Wk3
Nov wk4
Dec W
k 1
Dec W
k2
Dec W
k3
Averag
e 2012
Averag
e 2013
0
200
400
600
800
1000
1200
The Exhibit
Jaeg
erm
eist
er w
eekl
y un
it sa
les
YOY weekly unit sales since promotion started
Weekly sales significantly higher than the same period last year in all venues
Average weekly Jägermeister sales in 2013 are over 4 times higher at Butlin’s and 40% higher at The Exhibit. At Ta Bouche, average weekly Jägermeister sales are 112% higher - though other factors are at play.
Source: Venues’ EPOS data
+289.6
+146.0
+164.2
2013
2012
Sales per 100 gameplays
During the campaign The Exhibit sold14.6 unit/week more per 100 gameplays. In total, this equates to 82.4 units/week more.*
Average weekly unit sales of Jägermeister / 100 plays on Captive Media
*Based on The Exhibit’s average weekly gameplay of 564.
Average Pre (29-July - 13-Oct) Average During (14-Oct - 22-Dec)0
102030405060708090
100110120
90.3
104.9
The ExhibitJä
germ
eist
er u
nit s
ales
/ 1
00 v
isito
rs+16.19%