A live experience guaranteed to be memorable

beyerdynamic Excites Fans on a Concert Tour with a Smart Photo Activation

customer

Wundermacher x beyerdynamic

PRODUCT

OneMax photo box

Area of use

Concerts

objective

Interaction & social reach

A hand holds a smartphone displaying a concert souvenir photo in front of a blurred concert stage in the background.

Campaign Goal: Brand Experience on a Major Tour

As part of a 2026 concert tour, the live marketing agency Wundermacher GmbH implemented a comprehensive tour activation on behalf of beyerdynamic, which included a digital photo campaign by MINTANO.The goal was to integrate the beyerdynamic brand directly into the emotional concert experience.

With OneVirtual, OnePrint, and an integrated raffle, MINTANO turned the activation across 17 concerts into a personal brand experience – featuring instant printing, photo marketing, and measurable lead generation.

Objectives at a glance

Objectives at a glance:

Create a Brand Experience: Anchor beyerdynamic emotionally within the concert experience.

Increase Reach: Personal, shareable content for social media.

Generate Leads: GDPR-compliant data capture across all concert locations.

OneVirtual: The Digital Concert Experience to Go

The virtual photo booth OneVirtual enabled concertgoers to create their personal keepsake photo of the concert by scanning a QR code – directly on their smartphone, without an app or waiting lines.

Key Features

Self-service via smartphone – maximum scalability.

Web app in beyerdynamic look & feel.

Integrated sharing function for social media.

Automated photo marketing without staffing overhead.

Two smartphones display the user interface of the OneVirtual web app featuring the branded beyerdynamic design.

A printed photo with an integrated, detachable 10% discount code for the beyerdynamic online shop.

OnePrint: Memories with Added Value

The digital photo campaign was complemented by on-site instant prints.Each print served a dual purpose: as a personal souvenir of the concert evening and as a carrier of a 10% discount code for beyerdynamic products.The integrated coupon could easily be detached and redeemed later.

Highlights:

High-quality instant printing on-site.

Detachable discount coupon on every print.

Personal souvenir photo with brand added value.

Prizes distributed directly at the event.

Raffle: Take a Photo, Receive a Print, Discover a Surprise

The raffle was integrated directly into the photo campaign. In addition to the discount code, selected prints contained an extra winning message.Whether someone had won was only revealed upon looking at the printed photo – a simple mechanism with a major surprise effect.Keychains and a pair of beyerdynamic headphones awaited the winners at each concert.

Process:

Create a photo.

Enter contact details.

Receive the print.

Discover the win on the print.

Collect the prize directly on-site.

Two hands hold a photo print featuring a contest message and a discount code in front of a concert stage.

Hands are holding a tablet displaying a dashboard for analyzing data and statistics related to lead mechanics.

Lead Generation: Experience Meets Conversion

Both the digital and print campaigns were linked to a GDPR-compliant lead mechanism.Before downloading the photo, participants filled out a short form – with raffle participation providing a natural incentive.This created a continuous data stream across all 17 concert evenings, turning concert reach into measurable value.

Strategy & implementation:

Participation via form before the download.

Opt-in for raffle & newsletter.

Clear, transparent data communication.