Old German Beer

Objective

Old German Beer, a cult brand with grassroots following across Western Pennsylvania, Maryland, and Portland, Oregon, needed to strengthen consumer engagement beyond traditional marketing. Top Hat created an integrated campaign blending interactive entertainment and real-world activations to deepen brand connection with its unconventional, nostalgic audience.

Solution

Top Hat built a browser-based retro-style dancing game featuring competitive gameplay where players achieved high scores to win Old German Beer merchandise. The game included a leaderboard system to encourage repeat engagement and social competition. The gaming experience complemented a broader brand refresh campaign that also incorporated redesigned packaging, merchandise, and the #FindHerman billboard activation—challenging consumers to locate rotating billboards around Pittsburgh and photograph themselves for complimentary brand swag, creating offline-to-online engagement.

Results

Not published.