Create a brand-enhancing experience generating excitement and buzz for the introduction of Pilsner Urquell beer in key micro-brew markets.


Defining Moments:

Blues Traveler performed five intimate club shows on behalf of Pilsner Urquell, supporting their “Picture Yourself In Prague With Blues Traveler” promotion. Patrons took pictures of themselves enjoying the world’s oldest pilsner while listening to the Grammy-winning sounds of Blues Traveler. All Participants were entered for a chance to win a trip to Prague with the band. Kick Cow Promotions handled all the logistical elements for the performances.



            Execution:     3 Months

            Markets:         5

            Impressions: 1,000,000

            Participants:  7,000