evm_september-2023 - 18

IDEAS
strong, and American Express has been
among brands leveraging creative ways
to transport attendees back in time. Over
the summer that included stopping at
festivals like Coachella and BST Hyde
Park in London with a retro photo lab. The
" newstalgic " experience invited festivalgoers
to rent or buy an eco-friendly, digital
point-and-shoot camera from Paper
Shoot, and snap and share vintage-style
photos. As a bonus, Amex cardmembers
had the option to print their photos onto
a limited-edition tote bag to take home as
a custom souvenir. (Agency: Momentum
Worldwide)
11. A STRATEGY THAT FOLLOWS
THE SUNSET
Corona launched a proprietary Sunsets
Festival World Tour this summer that
was strategically located at iconic outdoor
locations that offer views of some of the
world's most stunning sunsets. The festival
touched down in places like South Africa,
Chile, Peru, Colombia, Japan, Italy, China
and others with robust lineups of international
artists who performed at the golden
hour as the sunset took center stage.
(Partner: Fly South Music Group)
12. SHOE CHARMS
Hands-on crafts are often popular
with festivalgoers and typically involve
friendship bracelets. But with its Music
Den by Toyota platform (a music festival
activation staple), the automaker offered
a little something different at events
like Outside Lands: Fans
could head
over to a Prius vehicle display to customize
their own shoe charms. (Agency:
Anthemic Agency)
13. A LUXURY BATHROOM
EXPERIENCE
Festival
restrooms
are
collections and featured a design aesthetic
to match. (Agencies: MKG; Edelman)
notoriously
unpleasant, a fact not lost on periodapparel
brand Modibodi. At Australian
music festival Splendour in the Grass,
the company popped up a private luxury
bathroom (dubbed a " life-changing loo " )
that could be accessed by signing up for
its mailing list or purchasing a product
from the on-site Modibodi pop-up store.
(Agencies: Publicis Sport & Entertainment;
Zenith)
14. A RECIPE JUKEBOX
Many
festival
activations
are musicthemed,
and rightly so. Fritos turned
the concept on its head with its Legacy
Diner pop-up at Milwaukee's Summerfest.
Among whimsical activation touchpoints
was a traditional-looking jukebox, but
it came with a twist. Instead of flipping
through songs, fans flipped through hundreds
of recipe cards that featured Fritos as
an ingredient. The idea? Position the corn
chips as something to incorporate into
everyday cooking, rather than just snacks.
15. MAKEOVERS THAT KILL TIME
Glam stations are a way of life at music
festivals, and Love Beauty and Planet
took the concept to new heights during
Coachella. Throughout the weekend, the
brand provided shuttle service between
hotels and the festival grounds via branded
party buses. To offer fans a fun way to kill
time while awaiting their transportation,
LBP erected touch-up stations for quick
makeovers. To boot, each tent pumped
out a scent derived from the natural ingredients
in the brand's signature fragrance
16. GRASS LANDS FOR
CANNABIS FANS
With states steadily legalizing recreational
cannabis, it's well worth looking at how
Outside Lands and its brand partners cater
to the community. The property's Grass
Lands experience, this year presented by
Weedmaps, was a curated activation that
highlighted innovations and culture in the
cannabis industry, with the opportunity
to buy cannabis products from vendors
on-site and enjoy those purchases in a
dedicated area. The experience additionally
included comfort food for the munchies
and live dj sets.
17. A MINI-MART
Music festivals tend to feature dedicated
supply stores offering items like sunscreen
for purchase, and Häagen-Dazs activated
a playful spin on the concept with its popup
Mini-Marts, which made their way to a
number of festivals over the summer. With
the look and feel of a traditional corner
store, the highlight of each Mini-Mart was
the offer of a free ice cream cone in the
brand's Butter Cookie Cone flavor. But
Häagen-Dazs went the full mile to complete
the aesthetic, setting up newspaper
stands, gumball machines and other odds
and ends.
18. KARAOKE CONTESTS
Returning as presenting sponsor,
Coca-Cola had a far-reaching presence
at this year's Essence Festival in New
Orleans. The brand's stage was the cornerstone
of its presence, providing a steady
programming schedule of celebrity speakers
and performers. But it also featured a
stand-out fan activity: A hip-hop karaoke
contest that tied into the festival's broader
celebration of hip-hop's 50th anniversary.
And let's just say participants took it...
seriously.
Love Beauty and Planet helped festivalgoers awaiting
transportation to Coachella beat the effects of the desert
heat with scented misting tents and makeover stations.
18
EVENT MARKETER FALL 2023
19. LOVE CONNECTIONS
At the Tortuga Music Festival in Fort
Lauderdale, FL, single attendees were
invited to find a love connection, facilitated
by festival organizers (but something
a sponsor could easily recreate on
their own). The event's Dating Game
invited festivalgoers to answer a series
of questions on-stage for a chance to
" win " a date and an upgrade to the event's
VIP section.
eventmarketer.com
IMAGE CREDIT: LOVE BEAUTY AND PLANET
http://www.eventmarketer.com
evm_september-2023

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