evm_september-2023 - 19

IDEAS
20. SUSTAINABLE CRAFTS
It's not uncommon to find sponsors providing
DIY friendship bracelet stations at
festivals, but it's also not typically an environmentally
friendly activity-just think of
all those tiny pieces of plastic. So to keep the
tradition going without harming the planet,
Teva enabled sustainable bracelet-making at
Hangout Music Festival in Gulf Shores, AL,
as part of its eco-friendly, summer-campthemed
Camp Teva activation.
21. AN ART GARDEN
Adobe may not be the first brand that comes
to mind when you think of festival sponsorship,
but its Art Garden at Lollapalooza was
a major hit this year. The footprint invited
attendees to step away from the chaos of
the fest and explore sculptures from local
Chicago artists, snap selfies and unlock exclusive
Adobe Express templates.
22. A 'CLEAR' MESSAGE
Vinyl records are hot among music lovers,
so Bud Light Seltzer headed to Lollapalooza
to deliver free, limited-edition vinyl for fans
to take home. They weren't your run-of-themill
records, however, but rather, transparent
vinyl that underscored the brand's clear messaging
that, despite common misconceptions,
its product is " 100% Hard Seltzer, 0% Beer. "
Printed on-site, the records featured Bud
Light Backyard Stage artist Charlotte Sands'
No. 1 song on Spotify, " Dress. " Approximately
350 of them were distributed over the course
of the festival.
eventmarketer.com
23. LOVE LETTERS TO ARTISTS
Food delivery service Popchew touted its
partnership with rap artist Trippie Redd at
Rolling Loud with a co-branded food truck
that dished out Redd-inspired meal boxes,
and for a lucky few, some surprise swag.
But the most engaging touchpoint may have
been a custom Love Letter mailbox set up
on-site that invited fans to send fan mail to
the rapper, who performed at the festival, for
a chance to be incorporated into a physical
mural representing his latest album, A Love
Letter to You 5. (Agency: RMNG)
24. ADDING LOCAL FLAIR TO
NATIONAL PROGRAMS
A cohesive national strategy fueled the new
Pringles Playground pop-up that made its
way to festivals around the U.S. this summer,
but it wasn't a cookie-cutter strategy.
In each market, Pringles added local flair by
presenting a life-sized mural representative
of the host city, then invited festivalgoers to
make their own mark on it with a signature
or illustration. (Agency: G7 Entertainment
Marketing)
25. ECO-FRIENDLY GLITTER
Glitter is a staple of music festival culture,
with many attendees rocking it in their festival
looks. The traditional stuff is terrible for
the environment, so Smirnoff found a workaround
to engage attendees at Splendour in
the Grass: It provided dedicated " enviroglitter "
stations that gave attendees the option
to apply some guilt-free, eco-friendly sparkle
inspired by Smirnoff Seltzer flavors.
26. A REWARDS LOUNGE
The two-floor Dunkin' Rhythm Room
popped up at shows like Boston Calling
and Tortuga Music Festival to provide fans
with copious amounts of iced coffee and
Munchkins donut holes. The ground floor
featured the free samples, an " ice cube "
dance floor and other quirky, on-brand
touchpoints. But to access the exclusive
second-floor Rewards Lounge, festivalgoers
had to be part of Dunkin's Rewards loyalty
program. Rewards members were treated
to glam stations with branded hair ties and
glow-in-the-dark glitter, useful festival merch
like fanny packs, and the chance to mingle
with performers, including Noah Kahan.
27. AR-POWERED FESTIVAL MAPS
Snap expanded on its multiyear partnership
with Live Nation by bringing custom AR
experiences to 16 of the country's biggest
summer music festivals this year. Its can'tmiss
AR Photo Towers enabled festivalspecific
Snapchat Lenses (like the heatwave
Lens at Gov Ball) that also included a QR
code at the bottom that fans could scan to
enable Snap's AR Compass (a 3D map) tool
to find stages, food and other key locations.
FALL 2023 EVENT MARKETER
19
IMAGE CREDITS: COCA-COLA, TAYLOR REGULSKI
http://www.eventmarketer.com
evm_september-2023

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