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.
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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.