We chose to be innovative when we organized Oktoberfest, an annual event that has already achieved widespread familiarity with local audiences. In collaboration with Erdinger, we introduced the first ever Bar-Cycle in Singapore. Consumers sampled a range of Erdinger brews, generating hype for the launch of Erdinger's limited edition Oktoberfest brew. We brought the Bar-Cycle and Beer Garden to a total of 3 locations in Singapore, offering distinct Oktoberfest experiences and achieving significant social media mileage for the Erdinger brand.