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USP Event Activation at the Feldschlösschen Brewery Festival

May 7, 2024

On behalf of Feldschlösschen Getränke AG, USP was able to actively support the project team of the big brewery festival 2024 in the conception, planning and implementation of various parts of the event for the Feldschlösschen brand and thus ensure a lasting brand experience.

It's high on Feldschlösschen's agenda and even more so for its fans: once a year, Feldschlösschen Getränke AG opens its doors and invites everyone to the castle as part of the brewery festival to celebrate a cheerful folk festival on the impressive grounds. A festive atmosphere on the Schalanderplatz with culinary highlights and a music stage with well-known acts, lots of experiences throughout the grounds with guided tours and opportunities to visit the premises, where you can marvel at the most beautiful brewhouse in the world from the inside - surrounded by the impressive world of Feldschlösschen brands and beverages.

The large Pichhalle, which houses many beautiful vintage cars and true rarities, is often used on such occasions for the continuation of the event area - and here we were able to let off steam in terms of concept and implementation for the brewery festival: In the middle of the hall, we created a “community area” with seating and places to linger, where gaming and Feldschlösschen's Castle Club took center stage with a large screen and various live games provided additional entertainment. At Feldschlösschen Pils, visitors were able to try their hand at copywriting in line with the current slogan campaign and create their own advertising slogan on an oversized billboard - which, with a bit of luck, will then be used in a digital campaign on social media.

At the atmospheric and lovingly decorated Feldschlösschen Alkoholfrei bar, visitors were able to taste the wide range of alcohol-free beers - as specially created mocktail variants, garnished with lots of fresh ingredients (and prepared by the dedicated bartenders and barmaids, all Feldschlösschen employees themselves). The bar's fresh appearance with high-impact branding ensured long queues among the already large crowds.

Anyone who wanted to take a suitable souvenir photo or short video of the fantastic event could have their picture taken at the 360° video booth. In keeping with the event and the brand, a large arena was built out of the well-known blue Feldschlösschen harasses, which provided an atmospheric backdrop for the shots.

In the Sustainabilty Area, the large advertising pillars also provided comprehensive information about the company's strong commitment to sustainability. We also joined in the celebrations on the day - and were able to enjoy not only the assignment, but also the beautiful Feldschlösschen festival at the event. We look forward to next year. Cheers!

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