For each bottle deposited, real artists such as singers, dancers, DJs and transvestite artists performed live, right there inside the vending machine. No kidding!

Through various means, people were able to directly exchange reactions and emotions with them, and with the brand itself. An online backstage pass provided a glimpse behind the scenes on Facebook – to be commented and shared online. This way, we activated people on the street as well as local people on Facebook.

Astra gained a lot of new friends for the brand and over 35,000 new Facebook fans. The Flaschentheater became the talk of the town. People who happened to be passing by stayed the whole night, joined in the party and drank even more Astra Beer. The feedback features mobilised visitors to communicate with the brand. The Flaschentheater served to strengthen the relationship with Astra’s core target.

Thousands of empty bottles were deposited. The money refunded was donated to Hamburg’s deposit collectors. And the most important thing: St. Pauli’s streets were cleaner than ever before.