The Somersby activation featured a mechanical alpaca that brought smiles to festival-goers at Primavera Sound Porto 2025.
From 12 to 15 June, in Parque da Cidade, Somersby set up a mechanical alpaca that challenged attendees to hold on as long as possible… and good vibes were in no short supply, even in the queue.
“Every year, Super Bock Group and Somersby try to innovate a little and energize the space,” said Pedro Spencer, account manager at Multilem, the agency responsible for the stand and the activation.
Just like last year, they introduced a fun challenge where people could have a go, enjoy themselves, and win branded giveaways. “It’s been a real success: a never-ending queue, everyone in high spirits… It’s gone really well,” he added.
Somersby, part of the Super Bock Group, identifies “with a young spirit, always wants to be present with something fresh and innovative, and aims to provide a great moment to everyone – not just to consumers,” explained Pedro Spencer. “The idea was to entertain people a bit during breaks between concerts, get them moving, and spark joy. There’s a crowd here just watching and smiling. And I think that’s exactly what Somersby wants to offer: smiles.”
Pulling a mechanical alpaca out of the hat was the result of “a lot of people brainstorming together.” “A mechanical bull is always a hit – and if Somersby has a mascot that’s an alpaca, why not combine the two? Bring together the fun and the brand image?” he explained, adding that “Playbus provides this service” and that the idea, developed by all involved, received “very positive feedback.”
The activation exceeded expectations. “There’s always a line, but people don’t mind waiting, because – unlike most queues – here you can laugh at the others falling off. And it’s been a great success,” he concluded.
