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!