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 the 2020 Davey Award for Best in Show Experiential and Immersive 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.