What did Social Media One do for Penny?

Penny x Glücksgefühle — the legendary festival collaboration. QR codes in Penny stores nationwide connected everyday shopping with one of Germany's biggest music festivals. Creator content captured the magic where FMCG meets festival culture.

What results were achieved for Penny?

200K+ Festival Visitors, QR In-Store Activation, Legendary Status, FMCG Category.

On which platforms was the Penny campaign run?

Instagram, YouTube Shorts, TikTok

← All work Penny Événement / Social Media / Influenceur

Penny Event Marketing — Penny x Glücksgefühle

Penny x Glücksgefühle — the legendary festival collaboration.

Client: Penny
Industry: Retail / FMCG
Services: Content Creation, Influencer Marketing, Festival Activation
Channels: Instagram, YouTube Shorts, TikTok

200K+Festival Visitors

The brief01

How does a discount supermarket become culturally relevant for Gen Z?

Penny x Glücksgefühle was the answer — but the festival activation needed content that captures the raw energy of 200K+ visitors, QR codes in every Penny store driving ticket sales, and the moment where grocery shopping meets legendary festival culture.

The idea02

We deployed creators at the Glücksgefühle Festival at Hockenheimring to capture the legendary Penny x Glücksgefühle experience.

The genius: QR codes in Penny stores nationwide turned millions of daily shopping trips into festival touchpoints. Our creators documented everything — from scanning QR codes at the register to the festival grounds themselves. Short-form vertical content for Instagram Reels and YouTube Shorts that proved a discounter can own a festival.

Film

What we did

01
In-Store QR Activation
QR codes in every Penny store nationwide — turning millions of daily shopping trips into festival ticket touchpoints. Retail meets culture at the register.
02
Festival Creator Deployment
Creators embedded at Glücksgefühle capturing the legendary atmosphere — 200K+ visitors, main stages, camping, and the Penny activation zones.
03
Store-to-Stage Content Journey
Creator content documenting the full journey: scanning QR codes at Penny, winning tickets, arriving at the festival — authentic storytelling from store to stage.
04
Cross-Platform Distribution
Content across Instagram Reels, YouTube Shorts and TikTok — maximizing reach across all Gen Z discovery platforms with festival energy content.