Experiential marketing in the new Staropramen campaign developed by Lowe&Partners


Lowe&Partners Bucharest developed, for Staropramen, an experiential marketing campaign that entices the consumers to find the treasure of Prague.

The promotional campaign is active between August 5th – September 29th, challenges consumers to a quest, a treasure hunt that gives the opportunity to those that answer correctly to reach Prague and wander on its streets looking for the hidden treasure.

The promotion mechanism consists in introducing the unique codes under cap or key of any Staropramen product on the special website www.comoaradinpraga.ro or to send it via SMS. When 8 codes are introduced by a consumer, he enters automatically in a draw and can win one of he 5 trips to Prague. Moreover, each introduced code shows a part of the final map.

The 5 winners of the trio continue the treasure hunt in the heart of Prague: search for clues all over the city and those who gather most points in this contest wins the treasure: a gold Staropramen bottle. Daily prizes are 500 6-packs of beer.

The campaign has a dedicated ad, a website built in parallax by MobileWorks, while the media strategy was handled by Initiative.

We built the architecture of this campaign in a way that would allow consumers to really live the story of the brand. Staropramen Prague beer means history, tradition and it is indissolubly tied with this city. We realized a new experiential marketing concept that brings together adventure, perspicacity, discovery, travel and knowledge

Manuela Gogu,

Creative Director Lowe&Partners.

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