MARKETING CAMPAIGN & EVENT PROMOTION: DAS BOOT & MECKTOBERFEST
THE OLDE MECKLENBURG BREWERY
Goal: 1) Frame our Octoberfest (called Mecktoberfest) event as the preeminent Fall beer festival in Charlotte and the surrounding areas, featuring traditional & award-winning German-style beer, food, games and music. 2) Elevate DAS BOOT (a one liter gold leaf logo’d glass boot made in Germany) into a coveted trophy of Octoberfest revelry.
Strategy: Showcase the authenticity and tradition of the food, beer, music, and festivities. Highlight the quality of the glass DAS BOOT (gold-leaf logo, made in Germany) and demonstrate how drinking beer out of a boot is a “must-have'“ festival experience. Implement highly visible Stein Hoisting contests during the event with great prizes for all winners.
Strategy execution included Social Media promotion on Twitter / Facebook / Instagram, Digital Ad Buys across Facebook / Instagram / Google, Live Event Coverage through social media, Drone / Product / Event Photography, Newsletter features, and Local Media Coverage & Press Releases.
Results: YOY record-breaking event attendance and sales of DAS BOOT. Ordering and drinking out of DAS BOOT (meaning “the boat” in German) has been established as a local tradition and serves as an iconic representation of Fall beer and festivals. DAS BOOT also quickly became a viral social media phenomenon. Zicke, zacke, hoi, hoi, hoi!
