You never get a second chance to make a first impression at the festivals. So when Jupiler announced they were going to be the new beer brand to make its mark on Werchter, Demonstrate went buck wild and developed a unique way to make sure everyone knew Jupiler was the headliner when it came to a cold, refreshing beer at the Rock Werchter.
We built an actual, bigger than life, wooden saloon on the festival site. It was called the 'Joe Piler' saloon. Jupiler cowgirls danced on the bar, taught unsuspecting festival goers how to line dance and roamed the premises to take 'wanted' pictures of anyone willing to strike a mean pose. In no time, the saloon was overwhelmed by a stampede of thirsty cowboys and cowgirls, who started queuing up to get in and tweeting, filming, texting and mailing about this wild, wild watering hole at their favourite festival. The 'Joe Piler' bar was all over YouTube, Netlog, Twitter, MySpace, etc.
The ones who got in, partied until the coyotes started howling at the moon, with a little help of our resident DJ's: Discobar Galaxie. DJ Bobby Ewing lived up to the legacy of his name and sported a fine Texas-style rancher's hat.
All that dancing and 'yeehawing' makes you thirsty, so Jupiler was served by the barrel. The exclusively developed 'meter of beer' became the gadget must-have of the festival season.
The press picked up on the buzz and the success rate turned out to be so high, the sheriff of Jupiler-town decided to keep the wagons rolling and sent out the Jupiler cowgirls to lasso the festival folks at Graspop, Dour, Lokerse Feesten and Feest in het Park in Oudenaarde.
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