It was already clear at the unofficial pre-party on Wednesday: Booty Base is a hit. From day one, it became the secret, magnetic centre of the festival grounds. The open decks developed a momentum that no one had expected – the first DJs were queuing up at six in the morning to get their names on the list. One DJ from the official main programme was desperate to get an undercover slot on our bus. Of course, we made that happen. The neighbouring food corner increased its sales solely due to the streams of visitors generated by our area. On Saturday, the shower rave with the Dresden collective "Former City Records" turned up the energy once again. Visitor feedback: "The most beautiful stand with great attention to detail." The Booty Base was not a sponsorship setup. It was the place to be. This is also proven by our event documentary.
Radeberger – Booty Base: Traditional pilsner meets underground techno
Radeberger at a techno festival. At first glance, it sounds like a tuxedo on the dance floor. The traditional beer brand wanted to implement an authentic brand activation for the first time at the SonneMondSterne Festival, one of the largest electronic music festivals in Europe. No beer sponsorship, no logo graveyard. Instead, a place with appeal. The 18-35 age group immediately punishes inauthentic brand behavior.
Zero experience with SMS, a budget that favours creative solutions over mass appeal, and a target audience that won't be pushed around. Working co-creatively with service providers, we developed "Booty Base" – a black and gold festival activation that brings together premium appeal and underground credibility over four days.
Radeberger summed it up: "Extremely cool, high-quality and consistently designed. I thought our cold start on the completely redesigned activation area was a complete success." The SMS Festival itself called it "the best in our history" and praised the collaboration as "very hands-on and solution-oriented." A traditional beer brand gained real credibility in the techno scene in just four days – not through volume, but through attitude and attention to detail. The black and gold festival trial by fire was a resounding success.
The result was nothing short of stellar: 975 participants instead of the planned 900 – exceeding the target by 8.3%! The multi-location event at EUREF Campus and Spindler & Klatt merged keynotes, workshops, the Innovation Challenge, and an evening celebration into a seamless event continuum. A custom COSMO song performed live brought the house down and crowned the experience. We successfully established a new format that fuses the professionalism of a conference with the thrill of a live experience – an unbeatable combination. A lasting event-DNA for future COSMOCONs was born – employee bonding and knowledge sharing on a whole new level.
It was already clear at the unofficial pre-party on Wednesday: Booty Base is a hit. From day one, it became the secret, magnetic centre of the festival grounds. The open decks developed a momentum that no one had expected – the first DJs were queuing up at six in the morning to get their names on the list. One DJ from the official main programme was desperate to get an undercover slot on our bus. Of course, we made that happen. The neighbouring food corner increased its sales solely due to the streams of visitors generated by our area. On Saturday, the shower rave with the Dresden collective "Former City Records" turned up the energy once again. Visitor feedback: "The most beautiful stand with great attention to detail." The Booty Base was not a sponsorship setup. It was the place to be. This is also proven by our event documentary.
Radeberger summed it up: "Extremely cool, high-quality and consistently designed. I thought our cold start on the completely redesigned activation area was a complete success." The SMS Festival itself called it "the best in our history" and praised the collaboration as "very hands-on and solution-oriented." A traditional beer brand gained real credibility in the techno scene in just four days – not through volume, but through attitude and attention to detail. The black and gold festival trial by fire was a resounding success.
The result was nothing short of stellar: 975 participants instead of the planned 900 – exceeding the target by 8.3%! The multi-location event at EUREF Campus and Spindler & Klatt merged keynotes, workshops, the Innovation Challenge, and an evening celebration into a seamless event continuum. A custom COSMO song performed live brought the house down and crowned the experience. We successfully established a new format that fuses the professionalism of a conference with the thrill of a live experience – an unbeatable combination. A lasting event-DNA for future COSMOCONs was born – employee bonding and knowledge sharing on a whole new level.
