Made in the USA, conceived at Hi-ReS! New York. The concept (initially a response to redesign a new platform for music events) was later adopted by the German headquarters for implementation by Hi-ReS! Hamburg, embellished and refined, then applied to all global sites and replacing the purely flash driven predecessor.

At the heart of the USA concept: a flexible, highly adaptive content system connected to a central hub designed to post and update the website(s) as well as all relevant Social Channels from a single custom-built CMS. Our vision was to connect all digital publishing through a single visual concept and a simplified content strategy that could easily adapt to different digital formats, devices, feeds from live events and mobile applications (games) enabling participation through simple and entertaining themes relevant to club and nightlife.

A central goal to the USA concept was to bring strangers in a bar together over a single shot (or more...after all, how much time is invested over a shot with a stranger, unless it gets interesting?) and connect fans as well as non-fans to each other, opening up a far broader positioning of the Jägermeister brand, music genres, and audiences in the USA.