Jagermeister: Jager for Life

Jäger drinkers are a different breed. They work hard. They play hard. And while they may do things their own particular way, they make sure they do it wearing their loyalty right on their sleeve. So how do we reward them for their devotion? How do we get them to celebrate exactly who it is they really are, by embracing how they live and what they love?
VML created Jager for Life: a promotion that celebrated everything about the lifestyle of the loyal Jager Fan while challenging them to demonstrate their unwavering loyalty.
At a digital hub, fans could upload a demonstration of loyalty in photo, video and story form for the community to see and vote up who they decide who is a real superfan. Three lucky winners received a once-in-a-lifetime chance to be inked by the world's most famous tattoo artists with a permanent mark that clearly lets the world know they are truly Jager for Life.