Jägermeister turns it up with Planet Rock® partnership; Partners drive unique branded content for enhanced consumer experience

29 Apr 2009

mcm media and Jägermeister have joined forces to give consumers a new Jägermeister experience. The spirit label recently secured naming rights for mcm media's nationally syndicated radio show, Planet Rock®, kicking off a cross-platform integrated campaign.

Recognising music as a key connector to their target audience, Jägermeister is now associated with the loudest and latest in rock music, entertainment and culture every week. The label is completely integrated with the Planet Rock® brand, across radio, online at planetrock.com.au, and now Jägermeister's own site.

The legendary brand has further integrated its consumer music offering via its partnership with mcm media having just re-launched its liveloud.com.au website.

Driven by Jägermeister Planet Rock®, consumers can now access an impressive range of rock video playlists using the pop up mcm media player. The new site also offers exclusive artist interviews every month, produced and provided by mcm media.

"We are constantly striving to innovate in offering clients cross-platform marketing solutions using compelling branded content," said Greg Tremain, mcm media's Sales Director.

"Jägermeister and Planet Rock® together appeal to a large national audience that appreciates great rock music, adrenalin fuelled experiences, and unique access to both. With the new partnership, Jägermeister has their own music-orientated media vehicle combining radio and online that gives the target audience greater access to the music and experiences they love."

The integration with Planet Rock® is part of a continuity strategy that will also use the new radio show as a platform for promoting other Jägermeister sponsorship activity, with mcm media working in collaboration with other media partners of the brand.


"Planet Rock® is a media partner that assists in bringing the Jägermeister brand alive and helps us connect with our target through music," said Jonathan Howells, Brand Manager of Jägermeister.

"As well as adding significant entertainment value to the Jägermeister brand, the integrated campaign provides multiple audience touch points, as well as a platform to activate future marketing campaigns," he said.

Z media, a division of Publicis Worldwide, initiated the partnership between Jägermeister and Planet Rock®.

"In planning the 2009 strategy for Jägermeister, Z media recognised the synergies between the Jagermeister and mcm media's Planet Rock® brands. After discussions with mcm, we tailored the sponsorship to include naming rights and content integration which delivered on our continuity and music integration strategy," said Marion Mewett, Media Director at Z Media.

For advertisers, the new look Jägermeister Planet Rock® represents a strong rock music entertainment media platform, and commercial airtime surrounding the show offers an opportunity to align with this iconic brand.

Jägermeister Planet Rock® is hosted by Chit Chat and airs weekly on the Triple M Network and more than 45 regional stations.

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ENDS

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Amy Whittaker
Burson-Marsteller
02 9928 1522 / 0410 932 379
amy.whittaker@bm.com

Bridget Candy
Burson-Marsteller
02 9928 1549 / 0406 624 284
bridget.candy@bm.com