A behind-the-scenes look at our Jägermeister secret house parties | Student Marketing by Raptor

22 March 2022

A behind-the-scenes look at our Jägermeister secret house parties

Over the past few weeks, Raptor have been touring the UK with Jägermeister, bringing a series of memorable secret house parties to major student cities. Leading the charge on the ground in Nottingham, Bristol and Newcastle was our Account Executive, Ed Harvey. We caught up with him to find out what it was like running a secret student house party only a year after graduating from the University of Nottingham himself.

How did you start working for Raptor and what other projects have you been involved in?

It all started with a good friend recommending me to become a Tinder Student Brand Ambassador…everything went from there! From humble beginnings as an ambassador, I decided to take a leap of faith and join the Raptor Academy mid way through my final year at the University of Nottingham. From that, I was lucky enough to get internship and to still be here a year later! I’ve been fortunate in that I’ve been able to work on campaigns with brands that I’ve bought from for years and am already passionate about, including Grenade and, of course, Jägermeister.

What was the creative process behind the Jägermeister house parties?

Something that most people don’t know is that Jägermeister’s perfect serve is at -18 degrees…that’s why they say the secret is ice cold.

When our creative team were brainstorming, they thought, what’s the most memorable way to spread the word while still playing on the ‘secret’ aspect of Jägermeister’s marketing strategy? We all agreed that the concept of a secret house party series, drawing inspiration from the underground rave scene of the 90s, was something that would really get students talking.

What did the parties involve?

From a secret number released by those who were ‘in the know’, students had to text “Ice Cold” and leak their deepest, darkest (or just weirdest) secret to get their name on the guestlist. On the night, students had to whisper their secret to the door staff to get in. We even printed out the juiciest secrets and posted them around the party to create some buzz.

There was a lot of other production to organise and manage, including door staff, videographers, photographers, lighting and bar staff working on industry standard pop up bars at each party.

We also thought it was really important to shine a spotlight on student talent in the host city, so we hired a team of all student DJs and MCs at every party.

What was the best bit about running the parties?

I’d say it was probably just hearing the response from students. The challenge we had was that a lot of the attendees had been to each of the houses before, so we wanted to completely transform the host’s and make it really memorable. From mood lighting, bars, DJ booths, crazy décor and Jäger light boxes, you wouldn’t believe it was a student house. The reactions of everyone walking in and leaving at the end of the night were priceless.

Were there any challenges to navigate?

Let’s just say word really spread about the events! Managing the huge queues of people who’d caught wind of the parties but weren’t on the guest list was tricky at times. Luckily, we’d planned for this in advance and had barriers and amazing door staff who were able to handle the situation effectively.

What are Raptor’s plans with Jägermeister in the future?

We’ve got a lot more in the pipeline but we can’t reveal too much. You’ll have to keep an eye out for more updates on what cities we’re bringing ice cold Jäger to next…

Back to News