Who hasn’t heard of Oktoberfest? People flood to Germany each year to celebrate the best in beer, bratwurst, and entertainment. The event dates back to 1810, and now attracts over 7 million people during the course of the month-long celebration who want to be a part of the biggest celebration in Europe.
Through the use of IMC, Oktoberfest has become one of the most famous and long-lasting festivals today. Here’s how they do it:
1. Sell the experience!
Nobody is traveling across the world to buy a beer, although that may be a perk to some. They don’t buy a plane ticket for pretzels and bratwurst. People attend events because they want an experience. The combination of live music, authentic food, and beer creates a one-of-a-kind experience that you can’t miss.
2. Plan, plan, plan
Any event is planned down to the hour, and Oktoberfest is no different. Preparation starts months in advance. It helps that this event has been held for 180 years, and there’s been plenty of room for trial and error. They know and understand how to effectively market to their target audience.
3. Keep tabs on social media
Even though Oktoberfest occurs once annually, its Facebook page lives on throughout the year. Keeping tabs (pun intended) on social media keeps people interested and excited for the next time September rolls around. It allows for interaction with the public, and is an easy way to market when it gets closer to the event.
Until next year, Oktoberfest!
-Lauren Arsena
IMC Hawks Blog 
I have always wanted to travel to Germany and experience Oktoberfest. Being on the outside looking in, the experience seems incredible. They do a great job marketing for it.