Event Marketer Summer 2023 - 43

BEST FAIR OR FESTIVAL ACTIVATION
San Francisco is brimming with environmental activism and
an overarching commitment to maintaining an eco-friendly
city, a fact not lost on Intel when it signed on as a sponsor of
the 2022 Outside Lands Music Festival at Golden Gate Park.
Targeting the event's Gen Z audience-a demographic defined
by its dedication to climate action-the brand illustrated how,
at the core of its technology, lie powerful, tangible impacts on
sustainability. And it all came to life in a " Wonderful " way.
The program kicked off with a pre-event e-waste recycling
GOLD AWARD
CAMPAIGN: Wonderful by Intel
CLIENT: Intel
PARTNER: Superfly
program to highlight Intel's mission of " tech for good " while
giving attendees a chance to win upgraded festival tickets
by donating old devices. The main activation footprint was a
40-foot by 40-foot space where, amid nature-inspired scenery,
Intel told its story of innovation through gamified experiences.
That included a rhythmic dance game, an AR fishing experience
that earned winners skip-the-line access for Outside Lands'
SOMA Tent, and a smart city activation that revealed a
redesigned Outside Lands Windmill powered by Intel, with
sustainable energy in the form of solar panels.
All told, 5,500 festivalgoers stopped by the Wonderful by
Intel experience throughout the weekend, playing more than
1,500 smart city games and donating 43 old tech devices. Cue
the Intel " bong. "
BEST FAIR OR FESTIVAL ACTIVATION
As the streaming platform for Coachella, YouTube wanted
to make a big splash for the festival's post-pandemic return.
Recognizing that the event can be physically and emotionally
demanding (hello, desert sun), the brand erected a tranquil oasis
for performing artists and top influencers that offered a reprieve
from the main event and served as a hub for all things culture
and music. Welcome to the YouTube Artist Lounge.
In addition to giving VIPs a place to relax and recharge, the
brand aimed to plug its new short-form video platform, YouTube
Shorts. To that end, YouTube built mini content studios and
invited creators to share their experience from the colorful
footprint. Eight different lounge and studio areas were available,
all tied together with a cohesive aesthetic that included using
either florals or 55-foot live streaming screens as dividers
between the spaces.
A sunken " pool " lounge installation was the star of the
SILVER AWARD
CAMPAIGN: YouTube Artist Lounge
at Coachella
CLIENT: YouTube
PARTNER: MAS
show, with a desert oasis-inspired mural wrapping the walls
and an underwater lighting effect that was cast over the space,
cementing the activation's chill vibe. Attendees could also kick
back with F&B, like kombucha, pizza and popsicles, thanks to the
seven mini fridges built into fabricated countertops within the
lounge.
When the two-weekend festival wrapped, YouTube had
hosted more than 30,000 VIPs who went through 240 pizzas,
9,000 popsicles, 50 kegs of cold brew and 29 kegs of kombucha.
How's that for refreshing?
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Event Marketer Summer 2023

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