Stag Hunter for Jägermeister - 2016

And other Jägermeister hacking

In early 2016 I received a Jägermeister tap machine to modify for a client pitch. Before receiving the machine I spent several weeks thinking about, and defining, a variety of interactive experiences that I could create for the project, from practical to playful. Stag Hunter is a whimsical homage to Buck Hunter, the classic bar and arcade game. It is a simple first-person shooter game in which the player shoots all the stags (8-bit versions of the logo) in 30 seconds to win. When the player wins, the modified tap machine automatically dispenses a shot of Jägermeister.

The idea of creating a game was compelling because the experience could be brief enough to not take up much of a user’s time but also allow them to interact with the brand in a new way. The 30-second time limit meant that many people could try it in a promotional setting.

I chose the 8-bit aesthetic in part because I didn't have a great deal of time to work on it, so anything resembling a modern video game was way outside the scope of the project. With simplicity baked into the look, it was easy to follow with simple game mechanics that made for a fast and memorable 30-second experience.

By removing the manual tap assembly from the machine and replacing it with an Arduino-powered solenoid valve, I was easily able to dispense Jägermeister from the machine using a variety of technologies, including RFID, iPhone and Apple Watch, mobile web, and Stag Hunter.

This project presented the client with new interpretations of the brand, innovative ways to interact with it, and future product potential with games and the Internet of Things.

As the project evolved I designed an ATTiny85-based circuit and PCB to power the machine, commissioned original music and sound effects for the game and a 3D-printed stag head to house our solenoid-based tap assembly.

Role

• Concept

• Interaction Design

• Engineering

Technology 

• Processing

• ATTiny85 chip on custom PCB

• Jaegermeister tap machine modified with custom solenoid-based tap

• RFID

• iOS - iPhone & Apple Watch

• 3D printing