Project Pabst Unicorn

Pabst Blue Ribbon
Pepper the Unicorn at MusicfestNW in Portland - Experiential Activation
Brand Activations
experience activation for Pabst brewing,
Challenge

Pabst Blue Ribbon has always been the hipster brew of choice, and Portland, Oregon is the heart of this long tradition. As a way to say thank you to their #1 market, Pabst decided to throw Portland a 3-day party with a ton of awesome bands and cool stuff to do. The catch: they only had six weeks to showtime! From the outset, they knew they wanted a central feature to act as the beating heart of the event. In true Pabst fashion, it had to be larger than life and as hip as the die-hard millennials that love the brand. Enter Pepper, the 22’ unicorn!

Solution

When the renowned designer David Korins got the call to bring ‘Project Pabst’ to life, he knew he would need to partner with a company that considers the word ‘impossible’ to be as mythical as unicorns themselves. So he called Figure Plant and we immediately got to work.

Results

Designed, engineered, sculpted, painted, and installed in under 2 weeks, Pepper was a huge success! The buzz was outstanding, and the social metrics tell the story. The original MusicfestNW was so successful that it is now a yearly event, including other cities like Denver and Atlanta. And even though Pepper was only intended to last for 3 appearances, she is still going strong! Social media metrics for the initial festival (#projectpabst, #pbrcade, #unicorn): 1,383,713 potential Twitter impressions 316 Twitter engagements 335,000 potential Instagram impressions 9,523 Instagram engagements

 music event experience activation marketing
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