The first live concert via voice assistant: Together with hip hop legend Snoop Dogg, we turned Alexa into a direct connection between L.A. and a living room somewhere in Germany.
Voice assistants have become part of our everyday life. Reading the weather report, ordering laundry detergent… no problem. But is that all there is? Not for Jägermeister. We wanted less of the ordinary and more of the legendary. So we found a way to hack the system.
The Jägermeister Drop-In Concert – the world’s first live gig via Alexa, with Snoop Dogg spontaneously dropping in on a living room in Germany to perform. In order to make the whole thing possible, we hijacked the native Drop-In function normally used between friends and family members and turned it into a spontaneous two-way audio connection. Think: Drop In Like It’s Hot…
„Hey, this is Snoop. Are you home?“ On November 22 2018, Snoop connected live with the winning Alexa device in Germany.
28 mio impressions. 15 mio reach. 87.502 interactions. But most importantly, Moritz from Frankfurt and his best friends had the time of their lives. Voicevertising by Jägermeister.
Client: Jägermeister
Production: Pascal Kerouche, Christoph Szulecki
Microsite: New Now
Music & sound design: 2WEI