Pabst x JACKALOPE Montreal 2023 Brand Activation

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The project

During JACKALOPE Montréal 2023, in partnership with Pabst, Tribu developed an experiential marketing activation whose objectives were to create an interactive space that would not only engage festival-goers with the brand, but also create an experience designed to cultivate an online audience and generate buzz.


The experience

First, a Reel video was published on the Jackalope and Pabst Instagram pages announcing the partnership between Pabst and Jackalope and the activation at the festival.


Voir cette publication sur Instagram


Une publication partagée par JACKALOPE (@jackalopefest)

Then, at the festival, Pabst’s activation was split across the festival site into two distinct sections. The main activation area inside the Vans skatepark, featuring a bar and barbecue area. Then, “PABST X JACKALOPE CAN” featured a life-size PABST can, adorned with a motif from the collaboration between PABST and JACKALOPE. Festival-goers had the opportunity to add their own touch to this creation.

Finally, the chance to WIN a VIP experience at Jackalope Montréal 2023, courtesy of Pabst Blue Ribbon, was advertised in flyers distributed at various points of sale in Quebec.