Case study

Montenegro Beer Fest: everything we did and what the numbers showed

Editions

III, IV, V and VI

Location

Cetinje

Period

Since 2023

Services

Strategy, content, ads, PR, event

Performers greet the crowd from the stage at Montenegro Beer Fest, August 2026

Six editions of the festival, and we have been running its communication since the third. From 2024 to today: 47 Meta campaigns, 335 ads and 208,280 link clicks. Here it is, all in one place.

Numbers

From 2024 to today

€16

returned for every euro invested in Meta ads, 2026

27,000

visitors at the sixth edition

10.8M

views on Instagram and Facebook in 2026

15.3M

ad impressions from 2024 to 2026

208,280

link clicks from ads, 2024 to 2026

335

ads across 47 campaigns, 2024 to 2026

Two editions

A festival isn't sold at the gate

It's sold beforehand. For the sixth edition, we removed the barriers between interest and purchase, and aligned the messages and ads with the moment the audience makes its decision.

Stage and crowd at the fifth Montenegro Beer Fest

Edition V

25 to 27 July 2025

Campaigns

2, 12 June to 24 July 2025

Ads

Ad views

3,100,190

Link clicks

36,483

Interactions on Instagram and Facebook

64,026

Media stories and guest appearances

About 125

Visitors per night

8,000 to 10,000

Performer on stage in front of a packed festival area

Edition VI

31 July to 2 August 2026

Campaigns

18, March to August 2026

Ads

153

Ad views

4,903,028

Link clicks

65,196

Interactions on Instagram and Facebook

96,000+

Media stories and guest appearances

160+

Visitors per night

8,000 to 10,000

13.3

link clicks per 1,000 ad views, compared with 11.8 in the fifth edition

79%

more link clicks than in the fifth edition

50%

more interactions on Instagram and Facebook than in the fifth edition

What we did

Ad: Bajaga i Instruktori, Friday 25 July

Meta ads

47 campaigns and 335 ads, by performer, night and city.

Stage with LED screens and the crowd at Montenegro Beer Fest

Event and production

Event management, stage animations, photo and video from the festival.

Article on the Mondo portal about the opening of Montenegro Beer Fest

PR and media

Press releases, a press conference, guest appearances and media stories.

Post: Who See, opening of the fifth edition

Post: Željko Joksimović, Sunday 2 August

Social media

Instagram, Facebook and TikTok, from the first announcement to the last night.

Billboard: Montenegro Beer Fest 2026 performers

Outdoor

Billboards and branding of the festival area.

A festival

for all the senses.

Strategy and communication

Communication strategy, campaign plan and the festival's tagline.

Beer Fest

Landing page

Programme, performers and arrival information in one place.

Flyers, certificates of appreciation and newspaper ads.

€16

for every euro invested

335

ads

Measurement and reporting

Website and social media analytics, a report on the campaign and the festival.

Video

The story behind the campaign

For every euro, 16 euros

Two decisions before tickets for the sixth edition went on sale. 0:48

A festival isn't sold at the gate

Every step leads closer to a purchased ticket. 0:47

“

The Mastermind team is a key partner in promoting Montenegro Beer Fest. Their campaigns led to record attendance, and the improved visual identity and digital strategy made sure the festival remains the most important music event in Montenegro.

Mirko Jovović, Montenegro Beer Fest

Audience