RADEBERGER x SMS:
THE BOOTY BASE
RADEBERGER
/ OVERVIEW
The story of
the rave bus
that even
infield artists lined up
for.
SOOH WHAT
Radeberger was the exclusive partner at SonneMondSterne Festival 2025 – but instead of conventional banners and beer stands, they wanted an activation that would really stick. The challenge: we were asked to create an experience that fit the festival’s DNA while authentically embedding the brand into the electro scene – challenge accepted.
Our answer: The Booty Base – in cooperation with Dresden’s underground label Former City Records. A specially outfitted rave bus was to become an alternative stage, adding a whole new genre to the festival: Bootybase/Ghettotech, somewhere between Detroit Techno and Miami Bass.
Strategically, the location of our bus was a banger. Right on the marketplace between camping and infield, next to the showers and food stalls. Everyone heading to the showers, for food, or into the infield had to pass us. We were unavoidable – in the best possible way.
SOOH SPECIAL
/ STRATEGY
SOOH WHY?
Our activation was built on a central insight: SMS Festival is famous for its legendary campsite parties. Some visitors set up entire lounges with sofas and their own sound systems. That’s why many festival guests arrive already on Wednesday. The party kicks off before the actual festival – at SMS, the campsite is at least as important as the infield. That’s exactly the DIY energy we wanted to catch and harness.
With Former City Records, we brought underground credibility and a fresh musical angle into the festival line-up. Open Deck slots were the logical bridge between campsite culture and our activation – because here the community could take part.
Did we mention the bus was right across from the shower island? Doing a Shower Rave on Saturday morning was basically a no-brainer. That made the Booty Base Bus the natural morning meeting point. Freshly show
SOOH SPECIAL
/ IMPLEMENTATION
SOOH HOW?
A 20-meter accordion bus became the Booty Base. The branding had to pop, but still under festival conditions. With a dedicated key visual we could place Radeberger authentically, without looking “too corporate.” And hey, we were right on the festival marketplace, and people could definitely hear us.
The bus was fully equipped with a professional sound system and space for about 100 people. The setup: whatever was played inside was streamed outside too. Combined with shady truss elements and some ghetto-beach scenography, our spot was – literally – SOOH special.
The killer feature: a sprinkler system over the dance floor! What we planned as a “shower rave” element became an absolute refreshment oasis in 30-degree heat.
The details that made the difference:
- Open Deck Slots: planned were 11, ended up 20 because demand was crazy
- Disco ball bath ducks: tons of small and big scenography details set the vibe
- Beer crate figure: showed from afar that something was happening at Radeberger
- Tattoo station: temporary tattoos in exclusive styles (completely overrun!)
- Former City DJs: delivered the authentic underground foundation
Fun fact:
Marnie from our team spontaneously DJed – but with someone else’s USB stick, since her own selection wasn’t built for a crowd going that hard.
SOOH SPECIAL
/ RESULTS
SOOH WOW!
The Open Decks smashed all expectations:
- Around 20 DJ sets from festival visitors
- Morning queues – some showed up at 6am to claim a slot
- SMS Festival pushed the Open Decks on their own channels
- Festival artists requested slots – even SMS’s partnership manager called personally to secure a slot for MAXAM.
The bus was regularly so packed that sweat dripped from the ceiling and no one else could get in.
We learned: if you understand a festival’s culture, your activation becomes the community hub. The mix of underground credibility, perfect location, and community empowerment turned a sponsorship presence into a real festival hotspot.