Creative strategy
For its 120th anniversary, Hopscotch Season China was given the mission of establishing TSINGTAO as a Chinese beer with German roots on the German market for the most demanding beer consumers.
Beer has a long tradition in Germany (especially in Bavaria), and true beer lovers find it hard to accept competitors of national brands.
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40K
Visitors
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4K+
TSINGTAO bottles sold
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210
Photos taken at the photobooth
Operational strategy
Strengthening brand awareness in Germany’s beer capital – courageous and spirited is the essence of TSINGTAO. The brand was the main sponsor of the Sommernachtstraum festival in Munich, where it is celebrating its 120th anniversary.
With a signature sales stand, photo booth, a stage performance, and reception at the VIP area, the Chinese brewery shone as the main sponsor of the event IRL and on digital platforms. The entire event was documented with the help of two photographers and two videographers on site.
