PAULANER USA | FC BAYERN MUNICH – NYC

The FC Bayern Munich v Real Madrid game at MetLife Stadium on Sunday was SOLD OUT.  Paulaner USA wanted to help the most die hard Bayern fans in New York avoid the scalpers, and score a last minute ticket. 

They only had to do one thing:  Get a Bayern logo shaved into their scalp!

Teaming up with Denny Mo’s Barbershop in Harlem to install a pop-up barbershop right in front of the Paulaner Brauhaus in the Bowery, the #SCALPING4TIX event brought together Philipp Lahm, Rafinha, announcer Stephan Lehmann, FC Bayern alum, and Bayern fan clubs from around the metro area to rally and show their passion for FC Bayern. And of course, knock back a few crisp Paulaners while they were at it.

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I’ve worked with Paulaner USA on a few video projects now..  and as a football fan, this event had to be my favorite.  

When covering a jam-packed branded event with player-celebrities, being at the right place at the right time is paramount.  You have to know when to be in the best spot to catch the players when they appear, while simultaneously capturing the best images and energy of the general event, all while making sure you get the brand/product being shown off in its best light  (all of which is often happening at once, and in a short window of time!)   

The Paulaner/Bayern/NYC barbershop was definitely an outside-the-box collab concept by the Paulaner USA marketing team, but I think the fans loved it, and what was successful about the branded content video edit from our end is how quickly it conveyed the narrative, introduced all the entities involved in the event, while keeping it fan and football-focused.  Also, our spontaneous creative direction at the event to shoot a fun montage of the fans – and winning scalps – interacting with Paulaner and the Brauhaus experience worked well to tie it all together and bookend the piece.