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.
问题是什么？
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.
我们如何解决
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.
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.
Festival Creator Deployment
Creators embedded at Glücksgefühle capturing the legendary atmosphere — 200K+ visitors, main stages, camping, and the Penny activation zones.
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.
Cross-Platform Distribution
Content across Instagram Reels, YouTube Shorts and TikTok — maximizing reach across all Gen Z discovery platforms with festival energy content.
活动素材
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.
Penny
Penny is one of Germany's largest discount supermarket chains with over 2,150 stores nationwide, part of the REWE Group.
With Penny x Glücksgefühle, the brand created something legendary: a direct bridge between the everyday shopping experience and one of Germany's biggest music festivals — turning a discounter into a cultural force.
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Partner
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