Savage and the team created a dual-narrative interactive video stream that managed to sync two different songs from key Jagermeister sponsored artists, Jack Parow and Reason.
The first video follows South African hip-hop artist Reason as he 'enters the woods' to deliver a case of Jägermeister to the event. Through an interface of arrows, visible across all platforms including mobile, viewers could immediately switch into the second video narrative. This narrative included Jack Parow on his own mission to deliver a case of Jägermeister to a different party.
Viewers are able to follow the case of Jägermeister between the stories, with the music, imagery, and narrative seamlessly aligned. The videos end with footage of each artist performing at the actual Enter the Woods events in their respective cities, enabling the live event experience to be amplified across digital platforms.
With the mandate to put the brand at the centre of the narrative, a third video was created, following the journey from the point of view of the case of Jägermeister itself.
The numbers of engagements speak to the success of the campaign, with over 243 000 reaches within the first 24 hours.
Savage, as part of the team at Thread, and in collaboration with Craig Parker, the co-director, and Motif, developed the concept and were forced to create the custom technology for the three-way interactive video.
They also used a series of unconventional filmmaking techniques to make sure that each video matched shot-for-shot and that the viewer could choose which video to interact with while it was playing.
You can watch the video
here.
For more information, visit
www.jagermeister.co.za.