Staropramen brand activation at summer festivals
This year's communication of Staropramen brewery is mainly connected with music and music festivals. We were approached to promote this connection with music as well as their new claim "One is connecting us" during this season's summer festivals. The aim was to address at least 10% of the visitors of each festival via direct participation on a specific activity that we designed for this purpose. Another goal was to guarantee an effective approach through digital marketing.
We came up with an extraordinary concept called "Set up a band" in which each one of the visitors of our activity could feel like a rock star. We created a photo atelier designed as a stage with real instruments and speakers. Whoever entered this atelier could borrow a costume and various components such as wigs and typical accessories of a rock band. The idea was to set up a band with your friends by collecting a wrist band from our hostesses with a logo of Staropramen and either a sign of a "drummer", "singer" or "guitar player". Once you had at least three people in the group you just had to think about a name for your band and come and take a picture on our stage. Once you had a picture taken by a professional photographer, the photo was designed as a cover of a music magazine and posted on Facebook page of Staropramen.
The original idea and the focus on professional execution delivered a success of addressing far bigger group of visitors on the event and the most successful social media campaign in the history of Staropramen.