Case Study: Diageo boosts Tusker Oktoberfest engagement with Bean Interactive

Diageo drives 24M impressions with Bean Interactive

The beverage company Diageo faced a challenge with its Tusker brand, as it was losing relevance with younger audiences who viewed it as traditional. To reposition the brand for millennials and Gen Z, Diageo partnered with vendor Bean Interactive to create a modern experience around Oktoberfest.

Bean Interactive implemented a digital-first solution as the lead digital agency, developing campaign landing pages, digital experiential platforms, and a community engagement strategy. This approach transformed the event into a movement, far exceeding its target by drawing over 15,000 attendees and selling 14,000 cases of Tusker. The campaign also reached 3.8 million people and generated 24 million impressions.

Diageo