Meet Katie Leinenkugel

Raise a stein with a member of the Leinenkugel legacy

Client: Molson Coors Beverage Company

Location: Chicago, IL

Date: Fall 2019

Product: Leinenkugel’s Oktoberfest

From the Screen to Meeting a Walking, Talking Icon

Challenge
Capture the attention of Navy Pier’s 25,000 daily visitors during Oktoberfest, brands face the challenge of standing out and creating memorable moments. Leinenkugel’s needed a way to “own” Oktoberfest and connect with people emotionally and unexpectedly; something more than a standard product sampling or display.

Solution
Foxhole Creative designed an Oktoberfest-themed pop-up activation that was both surprising and incredibly human. Visitors approached a cozy cabin structure and were greeted by Katie Leinenkugel herself, though seemingly on a pre-recorded video. The twist? She was steps away on a live video feed. After a brief interaction, Katie would disappear from the screen and then step out of the cabin in real life to hand over a Leinenkugel’s t-shirt and a hug. It was an unforgettable blend of technology, performance, and heart.

Impact
The campaign won a Silver 2020 Davey Award in Promotions and Stunts by delivering an unexpected, emotional moment. Leinenkugel’s created lasting brand affinity, turning a quick interaction into a joyful memory that brings a smile every time someone hears the name.

VIDEO RECAP

Credits

Tim Frank
Senior Creative Director
Foxhole Creative

Cara Lauritzen
Producer | Sr. Marketing Manager
Molson Coors Beverage Company

Special thanks to all partners and contributors who worked together to bring the Meet Katie Lenenkugel Experience to life!

Davey Award Winner:
Experiential & Immersive-Live Experiences, Best in Show 2020

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