The campaign included a consumer engagement promo on site, in Sibiu, during the Festival: STAROPRAMEN BOOKSHOP.
We had 2 promoters dressed in story costumes mingling through bars and terraces in the center of Sibiu.
If they found people with a Staropramen beer on the table, they offered them the chance to win one of the Staropramen Bookshop Prizes: a theatre book, a booksign or an invitation to one play of the Festival.
People were encouraged to enjoy a Staropramen beer as to participate to the activation through flyers and tabletents found in the bars.
If they found people with a Staropramen beer on the table, they offered them the chance to win one of the Staropramen Bookshop Prizes: a theatre book, a booksign or an invitation to one play of the Festival.
People were encouraged to enjoy a Staropramen beer as to participate to the activation through flyers and tabletents found in the bars.
We had the Staropramen Bookshop open for the entire 10 days of the Festival.
During this time, we offered a total of 1000 theatre books, 100 invitations for the plays of the Festival, 2500 booksigns branded with the campaign's visuals... and a drop of culture in every glass of beer.
