March 04, 2014 14:15 ET

MRY Launches New "JagerBonds" Mobile App For Jagermeister

JagerBonds Creates Tomorrow's Legends Tonight by Recording "A Great Night Out"

NEW YORK, NY--(Marketwired - Mar 4, 2014) - MRY (, a creative and technology agency with social at its core, and Jägermeister, the 7th largest premium spirit brand in the world and the number one selling imported liqueur in the United States, are proud to launch today a brand new mobile app called "JägerBonds." The app transforms images and videos from multiple users' social media posts into a video highlight reel of a group's night out with Jägermeister. By providing an innovative way for Jägermeister drinkers to capture the energy and feel of "a great night out," MRY and Jägermeister will enable consumers to interact with the brand in a whole new way.

"When the average Jägermeister consumer goes out, they typically have a drink in one hand and a mobile phone in the other," said Heather Kozera, Director Digital Marketing for Sidney Frank Importing Company, Inc. "The JägerBonds app puts Jägermeister in both hands of the consumer, creating a useful and meaningful connection between a great night out and this iconic brand."

JägerBonds is available for free download in the iTunes and Google Play stores. Users connect the app to their Facebook and Instagram accounts, then invite the friends they are going out with to join uniquely coded "Bonds." While out having fun with Jägermeister, everyone involved in the Bonds can post photos and videos to Facebook or Instagram as usual -- JägerBonds works in the background to compile the posts and pair them with songs from some of today's hottest artists, including Fall Out Boy, Eli Young Band and Paul Oakenfold.

MRY, Jägermeister's Digital Agency of Record, was responsible for designing and developing the JägerBonds app, as well as managing all promotions. The supporting executions consist of online and mobile engagements, as well as Out of Home elements in close to a dozen target markets. The objective of the overall campaign is to evolve the way Millennials think of Jägermeister by making the brand name synonymous with "uncommonly great nights."

Leo Leone, Group Creative Director at MRY, said: "Jägermeister has always been central to a great night out, and what better way to celebrate this heritage than by giving consumers the ability to create one legendary memory illustrated by the unexpected and exciting events that happen when Jägermeister is part of the fun. We wanted to provide Jägermeister drinkers with a sharing platform that integrated seamlessly into their nights; an app was the perfect solution."

The JägerBonds app is one of many exciting programs to come out of the new partnership between MRY and Jägermeister, which was announced in October of last year.

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About Jägermeister

Jägermeister, which translates to "master hunter," is the #1 selling imported liqueur in the United States and one of the top shot brands in the world. The full-bodied flavor of Jägermeister, which includes cinnamon, star anise, ginger, orange and cardamom is a result of a lengthy maceration to extract aromatic compounds from a closely guarded recipe of 56 herbs, roots, blossoms and fruits, plus aging in oak casks for one year. The production process is exacting and includes sourcing the ingredients in their raw, unprocessed form, along with 383 quality checks to ensure its iconic taste profile. Jägermeister Liqueur is 35% Alc. /Vol. and imported exclusively by Sidney Frank Importing Company, Inc., New Rochelle, NY. Visit or for additional information. DRINK RESPONSIBLY

About MRY

MRY specializes in blending creativity and technology to make brands remarkable around the world. The 500 person agency harnesses the power of analytic intelligence to create content that sparks emotion, adds value, inspires action and changes behavior. The agency's unique approach to content distribution leverages RepNation, a proprietary peer driven distribution engine, among other tools to allow brands to generate advocacy at scale.

MRY works with some of the world's leading brands, including Coca-Cola, Visa, Bayer, Symantec and Neutrogena. Originally founded in 2002 as a social media and youth marketing agency, MRY recently merged with LBi US to expand its scale and offerings. Headquartered in New York, MRY now has additional U.S. offices in Atlanta, Los Angeles and San Francisco, and international offices in London and Singapore. In 2011, Crain's New York Business and Advertising Age named MRY #2 among its Top 10 'Best Places to Work.' Last year, MRY was recognized as 'Digital Marketing Innovator of the Year' by Mashable's Mashies Awards, and 'Social Agency of the Year' by OMMA. For more information visit,, or follow us on Twitter @MRY. MRY is a Publicis Groupe agency.

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