Shiner Bock returned to Chicago’s Windy City Smokeout this summer for the first time since 2019. Naturally, they wanted to show up big and remind consumers what it’s like to be in Shiner Country, and that’s where Soho came in.
First, we designed a 40’ x 40’ fully Bocked-out backyard tailgate including a Shiner bar, hosted some friendly competition and doled out Shiner swag- a place for Shiner fans to call home base. Next, a satellite 6-pack trailer gave attendees the opportunity to snag any of five different Shiner products to go along with a chance to win bandanas, sunglasses, koozies, and hats.
At festivals, it’s all about visibility, and at Windy City Smokeout, you couldn’t tip a trucker hat without spotting an ice cold Shiner or evidence of a Bock fan heading back for seconds.