For the Sommernachtstraum Festival’s 120th anniversary in Munich, HOPSCOTCH Season (formerly Sopexa) established Tsingtao as a Chinese beer with German roots on the German market and among die-hard beer consumers. Beer has a long tradition in Germany (especially in Bavaria) and real beer fans find it difficult to accept competitors to the domestic brands.

With a branded sales booth, a photo box, and stage performance on the main stage and the hosting of the VIP area, the Chinese brewery was well perceived as the main sponsor of the event. Tsingtao was highly visible on the POS as well as on all digital activations.

It was a huge success counting 40k visitors, 4,320 Tsingtao bottles sold, and 210 photos taken from the photobooth!