Jungfrau Taps into Millennial Trends with #discoverthelegend Campaign at Snowboxx
In 2017 Herbal Likör brand Jungfrau returns to sponsor ultimate snow sports and music festival Snowboxx, for the third year running.
More than 3 in 4 millennials (78%) would choose to spend money on an experience or event over a material purchase*. Therefore it is important for brands to connect with their audience through meaningful experiences, especially hosting events in their area of interest. Recognising this, Jungfrau has invested more than ever in a huge, experiential marketing campaign, #discoverthelegend, to entertain and engage with their target audience of millennials. The campaign appeals to those wishing to encounter new, fun experiences to share with friends.
Jungfrau plan to deliver an impressive experiential campaign at Snowboxx, tying their activities seamlessly into the festival which boasts a series of snow parks, pistes and late-night parties. Taking their #discoverthelegend campaign to the peaks, the brand continues to pursue its relentless and enthusiastic search to deliver the most amazing life experiences for its thrill-seeking consumers.
To kick off the campaign, Jungfrau continues to host a series of ‘Après Ski Snow Parties’ at universities across the UK in December and January. These events give the key student market a taster of what’s in-store for the festival in March. The events are designed to transport attendees to the Alps, as each venue is decorated with snow machines and CO2 cannons to create a complete Jungfrau wonderland.
Further to this, Jungfrau is hosting the ultimate competition giving one lucky entrant and a friend the chance to win an all-expense paid VIP trip to Snowboxx. The innovative competition is linked to the ‘Après Ski’ events as Jungfrau utilises ever-popular interactive app, Snapchat, as a means of entry. Using the app appeals directly to millennials and encourages them to interact with the brand during each event. All campaign activity will be heavily supported on social media, meaning touch points are clearly linked and key target markets will get a great sense of the brand.
Senior Brand Manager, Christian Sarginson at Global Brands says “Snowboxx is the perfect fit for Jungfrau and that’s why we continue to collaborate year after year. Jungfrau takes pride in engaging with our consumers and creating real, memorable experiences for them. We are lucky to work with a great team at Snowboxx who put on a fantastic festival, and can’t wait to bring the #discoverthelegend campaign to the UK and to France!”
The supporting events, competition and festival action create a crossover of activity to show consumers what they can expect from Jungfrau now and in the future.