LEINENKUGEL’SOKTOBERFEST
A Polka Band on Wheels, Born from the Pandemic
Client: Molson Coors Beverage Company
Location: Brookfield & Chicago, IL
Date: Fall 2020
Product: Leinenkugel’s Oktoberfest
COVID-19 Brought the World to a Hault. We Kept It Moving.
Challenge
During the height of COVID, brand activations became nearly impossible, and so did meaningful, joyful connection with consumers. With safety restrictions in place and public gatherings limited, the question for Leinenkugel’s became: How can we celebrate Oktoberfest and actually have a good time during a pandemic?
Solution
Enter the PolkaPedi, a wild idea sketched on a napkin that came to life as a guerrilla-style mobile activation. Foxhole Creative transformed a pedicab into a rolling stage big enough to hold an entire polka band. This nimble, eye-catching experience brought the energy of Oktoberfest directly to the people outdoors, on the move, and socially distanced.
Impact
The PolkaPedi allowed us to safely engage with Leinenkugel’s fans during Oktoberfest 2020, reaching thousands of people in a time of isolation, including Brookfield Zoo’s 15,000 daily visitors. It turned constraints into creativity and brought smiles, music, and a bit of much-needed fun to the streets. This campaign won the 2020 Davey Award for Best in Show Experiential and Immersive and proved that even in a pandemic, good times can roll.
THE STORY
Production & Design
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 Polka-Pedi Experience to life!
