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Penny

Penny x Glücksgefühle

Instagram YouTube Shorts TikTok
200K+
Festival Visitors
QR
In-Store Activation
Legendary
Status
FMCG
Category

Penny x Glücksgefühle — the legendary festival collaboration. QR codes in Penny stores nationwide connected everyday shopping with one of Germany's biggest music festivals. Creator content captured the magic where FMCG meets festival culture.

Content Creation Influencer Marketing Festival Activation In-Store QR Campaigns Community Engagement
Die Herausforderung

Was war das Problem?

How does a discount supermarket become culturally relevant for Gen Z? Penny x Glücksgefühle was the answer — but the festival activation needed content that captures the raw energy of 200K+ visitors, QR codes in every Penny store driving ticket sales, and the moment where grocery shopping meets legendary festival culture.

Unser Ansatz

So haben wir es gelöst

We deployed creators at the Glücksgefühle Festival at Hockenheimring to capture the legendary Penny x Glücksgefühle experience. The genius: QR codes in Penny stores nationwide turned millions of daily shopping trips into festival touchpoints. Our creators documented everything — from scanning QR codes at the register to the festival grounds themselves. Short-form vertical content for Instagram Reels and YouTube Shorts that proved a discounter can own a festival.

1

In-Store QR Activation

QR codes in every Penny store nationwide — turning millions of daily shopping trips into festival ticket touchpoints. Retail meets culture at the register.

2

Festival Creator Deployment

Creators embedded at Glücksgefühle capturing the legendary atmosphere — 200K+ visitors, main stages, camping, and the Penny activation zones.

3

Store-to-Stage Content Journey

Creator content documenting the full journey: scanning QR codes at Penny, winning tickets, arriving at the festival — authentic storytelling from store to stage.

4

Cross-Platform Distribution

Content across Instagram Reels, YouTube Shorts and TikTok — maximizing reach across all Gen Z discovery platforms with festival energy content.

Kampagnen-Material

Key Takeaway

The genius of Penny x Glücksgefühle: QR codes in every store turned millions of daily shopping trips into festival ticket touchpoints. When a discounter owns a legendary festival, the brand transcends retail.

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