In an effort to elevate their sponsorship footprint at major festivals and events during the summer and fall season, Boston Beer Company tasked Turtle Transit to create “The Sam Adams Experience” – a one-of-a-kind branded drinkers’ pavilion.
The unique activation footprint featured a 26-ft. custom domed tent; designed to resemble a larger-than-life copper mash tun; quite similar to the actual kettle used in brewing Samuel Adams stellar line-up of great tasting craft beers. To create the shape and aesthetics of a copper brew kettle, Turtle Transit manufactured an inflatable dome made out of a specialty metallic copper fabric.
Inside the giant brew kettle tent; festival-goers and drinkers’ could sample a variety of Samuel Adams craft beers, take part in a digital guided tour of the brand’s brewing process, or participate in a fun digital photo opportunity. The interior was finished to resemble a modern beer garden with overhead marquee lighting and chalkboard beer menus and signage.
Turtle Transit retrofitted full-size fermenting oak barrels into custom ingredient stations; that displayed a variety of fresh ingredients for drinkers to smell and taste during a tablet-based video experience of a master brewer guiding them through an ingredients demonstration. The custom stations also featured audio connections that allowed drinkers to listen to the guided tour through a pair of branded earbud giveaways.
Turtle Transit also built a mobile bar finished with rustic wood paneling, copper ice bins, and an overhead rooftop decorated with Edison bulbs and hops.
The Sam Adams Experience made its official debut at the Bonnaroo Festival in June.