Nightlife as we know it is no more. In the midst of the Coronavirus pandemic creators across the globe are facing an unprecedented challenge. From drag queens to mixologists, DJs to musicians, artists and performers across the world are seeing their livelihoods under threat as a result of lockdown. 

In the face of this crisis Jägermeister and ENGINE have teamed up to launch #SAVETHENIGHT, a global initiative to support the nightlife community and nightlife fans looking for at home inspiration.

Consumers will be able to visit the Save the Night website to book talent from across the globe, bringing inspiration and talent to the fast-emerging virtual party scene. These ‘Meisters’ of nightlife include DJs, cocktail experts, musicians and creative performers, who are all paid by Jägermeister for their performances and can also be tipped by viewers after each 20-minute performance. 

Michael Volke, Chairman of the Executive Board of Mast-Jägermeister SE, says the hands-on initiative is about giving back to their community. He explains, “As a family-owned business, the solidarity that is so essential is a matter of heart to us, especially when times are hard. Our brand and our company have been built in cooperation with passionate meister mixologists, bartenders, musicians and artists.”

Dave Roberts, Chief Content Officer at ENGINE added, “Meister Drop-ins take a completely different approach to other drink brand activations that ask the audience to come to them. We're taking the talent to our audience, on their terms, while also creating an income stream for that talent.”

The idea was pitched in week one of lockdown and live globally by week four, with all content created quite literally ‘in house’ by ENGINE’s creative teams in their homes. 

The initiative will be expanded to include other programmes such as masterclasses or ‘Meister Classes’, providing welcome relief for party-starved consumers’ who are running out of ways to make Google hangouts or Zoom meet-ups engaging.