In October 2023, the avant-garde German liquor brand, Jägermeister, in collaboration with the digital media platform GOGOShanghai, is ushered in a Black Halloween in the bustling metropolis of Shanghai.
They created an immersive dark adventure, a realm of enigma, and an extraordinary series of black-themed parties.
This Halloween, they aimed to provide a purely cool and extravagant experience for ambitious and individualistic young individuals. Embracing the spirit of the 'wild,' they encouraged everyone to fearlessly tackle the challenges of the dark.
Immersive Interactive Theater: Jägermeister's 'Black' Journey into the Dark
Jägermeister has always encouraged the youth to boldly break boundaries and explore their true selves. From October 7th to the 29th, echoing the spirit of Jägermeister, they brought forth the curtains of the 'Dark Adventure' at Times Square in Shanghai.
This adventure combined the immersive theater and murder mystery elements beloved by Generation Z. With a one-hour immersive interactive storyline and vast 1,200-square-meter multi-themed spaces, enhanced by real NPC interactions and audiovisual effects, trendsetting participants experienced a mysterious pub, a desolate wasteland, an eerie deep forest park, an underground black market, and an experimental base as they searched for the 'Sacred Deer' to trigger the plot and break free from captivity.
In this immersive science fiction interactive theater, individuals challenged themselves, discovering the courage to walk the path less traveled, whether it's the grand avenue or the narrowest trail.
Diverse Black Box Environments: Jägermeister Deeply Engages with the Subcultures of Generation Z
The Jägermeister brand, adhering to the 'German artisan spirit,' is committed to being a catalyst for young Asian subcultures. They don't conform to mainstream trends but instead establish deep emotional and spiritual connections with Generation Z, allowing more young people to embrace diverse possibilities.
From October 25th to November 3rd, at TX Huaihai | Youth Power Center, consumers could check out the 'Black Box Environments.' Here, they experienced trendy arcade games, exclusive custom styling, cool Halloween makeup, and even receive a mysterious Halloween special cocktail expertly crafted by Jägermeister, unlocking a diverse range of experiences.
“黑箱秘境”TX淮海｜年轻力中心（TX Huaihai Youth Energy Center）
Embracing the Dark Halloween Night, Jägermeister Encourages Gen Z to Let Their Wild Style Shine
As the grand finale of the Halloween festivities, Jägermeister disrupted the night with a unique black-themed party from October 27th to 29th. They invited the trendsetting musician Chen Zexi, along with popular music artists and individualistic DJs like YANGBING, WENGWENG, HUANGWEIWEI, MICKEY ZHANG, DIVA LI, JIAJUN, DJ BLUE, IVY WONG, EMILY, and many more.
These artists, each with their distinctive styles, gathered urban trendsetters in this dark realm to celebrate in style. With a variety of trendy music styles, they ransformed Halloween night into a black-themed extravaganza, inspiring a broader audience of young individuals to experience Jägermeister's avant-garde spirit and encouraging them to break conventions and carve their unique, exciting paths in life.
“极黑派对”TX淮海（TX Huaihai）L2 BIP. Gallery
电子音乐制作人 - DIVA LI
Jägermeister's dedication to engaging with young Asian subcultures was evident in this bold and innovative Black Halloween event. It represented yet another daring venture for the Jägermeister brand. The essence of Jägermeister's brand culture aligns seamlessly with GOGOShanghai, the digital media platform leading the way in trendy lifestyle.
This collaboration reached a wide spectrum of Shanghai's trendsetting youth, allowing Generation Z to experience the diversity and allure of avant-garde fashion culture. It inspired more members of Generation Z to explore the path beneath their feet, break free from constraints, and embrace the freedom to be their authentic and wild selves – truly embracing the Jägermeister style!