The challenge

FOCUS was tasked with achieving standout national, regional and consumer editorial for Jägermeister's Ice Cold Gig, an extreme music gig celebrating Jägermeister’s connections to music. In 2016 the gig was performed by Matt Tuck from BFMV in Norway.

BFMV has a very large niche music following, so to achieve cut through in the crowded consumer lifestyle print and online photo story sections, the correct assets and pitching were crucial.

The solution

Critical pre-planning sessions with Getty images to look at all asset eventualities. Then a strategic delivery of high quality assets and pre-pitching of the photo story to celeb, entertainment, photo and social media editors; to set up the story.

FOCUS delivered high quality photos across the three main elements; skydiving, speed boating and dog sledding and two distinct videos; one unedited live action video for news syndication and one high octane, subtly branded version for marketing.

Vice and MTV attended to cover the story and create their own exclusive organic content via Go Pros.

The results

100+ million OTS. Standout national, online and regional coverage achieved including:

The i, Independent Online, BBC Online, The Sun and MTV & Wales Online.

Key messages of friendship included through all editorial.

Most successful Ice Cold Gig to date, taking into account reach and social sharing of campaign. Focus-created video asset now viewed over 1,000,000+ times.