With this summer’s festival season upon us, Mel Wakely shares her top 10 festival brand experiences EVER…
So, what makes a successful festival brand experience? Probably the most important thing is to ensure that the experience is enhancing the festival experience in a non-spammy way. Festival-goers are happy to have brands at the event so long as what they bring to the party adds lots of value to their experience.
Agency: Sense Marketing
Reinforcing the Timberland Earthkeepers brand amongst the festival crowds, Scene2 up-cycled a couple of skips and a 45ft shipping container, transforming them into “Sun Terraces & a Power Camp” for festival-goers.
Visitors to the “Timberland’s Earthkeepers Power Camp” queued to jump on either a log-roll or an exercise bike to generate power to the stand. In turn, boiling kettles and smoothie blenders were activated and visitors were rewarded for their hard work with a refreshing drink on the sun terrace above while an integral retail area gave opportunity to shop.
This 45ft shipping container was converted into this hugely popular experiential interactive 14m x 5m outdoor space. Our transformations did not end there. Dotted around the vast festival campsites were “Timberland’s festival Recycling Sundecks” which stood out as landmark meeting points. Eye-catching and resourceful these converted skips held eco-credentials to make us feel good about ourselves too.
EE created an activation designed to solve one of the biggest festival headaches for anyone (with a mobile phone): getting internet coverage. The activation took the form of a full size ‘charging bull’ in the company’s brand colours, which acted as both a double-speed wi-fi hotspot and Power Bar charging station. The bold use of distinct brand colours meant the bull could be spotted and located from far away.
Production: Bearded Kitten
This creative activation really tapped into the fun, dressing-up vibe of family-friendly Camp Bestival. The experience encouraged festival-goers to customise their own Energizer head torch with various futuristic arts and crafts bits and bobs. Once completed, they could have their picture snapped in a rocket frame before exiting through a wormhole tunnel. Crazy, but brilliantly on brand for Camp Bestival’s audience.
Client: We Are What We Do
Production: Scene2 Ltd
Litter is a problem that needs sorting at any festival. This genius idea solves the problem in a theatrical and engaging way that also encourages people to recycle. Winner!
In 2015, Heineken brand Strongbow launched a 12-metre high tree pop-up at both Isle of Wight and Parklife music festivals. The unique activation included a bar, seating, a photo booth, face painters and an apple-shaped DJ booth that hosted a number of top acts. The tree was designed to be seen from any part of the festival and even featured a light laser show at night.
Agency: Blend Bureaux Amsterdam
This is another brilliantly executed idea providing a much-needed service for festival-goers… clean clothes.
Wranglers Laundromat offered free laundry services to all Lowlands’ visitors including free fashionable Wrangler overalls to wear whilst their clothes were being washed.
Production Agency: Scene2
World Vision leads the way in bringing new and exciting ways to connect with their causes and supporters. At Scene2, we are proud to be the 7th year of producing the “Journey of Hope” experiential build and tour logistics.
One of the most successful tour dates was Camp Bestival, which created record sign ups for sponsorship and donations.
Family-friendly activity at the mud huts includes drumming workshops, bead making & face painting. Visitors can enter into the huts and see how children live in Sierra Leone and the changes that World Vision can make to their lives
Production Agency:Ground Control
This activation from Virgin Trains targeted festival-goers planning to travel to No. 6 Festival in Wales using public transport. The promotion offered them exclusive priority fares on Virgin Trains services – an industry first.
Virgin Trains created an exclusive train for festival goers which ran from Crewe to Bangor featuring live entertainment, face painting and a bar.
Last, but certainly not least, is one on my favourite brand activations from BMW MINI.
A PR Stunt from agency Cunning during the launch of the new MINI gave us “Fetish” MINI!
So clever was the idea and fabulous the costume, that the organisers of London Pride, invited MINI to lead the parade, even though the brand was not there in any official sponsorship capacity whatsoever!
As part of the Jubilee celebrations we created a series of elements for this stand for Reckit Benckiser.
The theme of the stand was to create a medieval zone which could play host to the various brands which sit under the Reckit Benckiser umbrella.
We created giant crowns for a Dettol ball game, dishwashers & water pistol bows for Finish, “walls with holes” for Nurofen, a castle ball pit for Airwick and turret arena and Royal Box for the “king & queen” to oversee proceedings.
Bob puts the finishing touches to the prop dishwashers.
Rory models one of the Dettol crowns.
The Royal Box towers over the turret arena & the branded, Airwick castle.
As well as providing the various units for the stand we also installed it along with 3 other stands at the Sainsbury’s Jubilee festival.
We recently created 1 large stand to tour County Shows and 2 smaller units to tour Supermarket car parks.
All 3 stands consisted of a central serving area and 2 fully branded wings with “touchy feely” elements.
Created using an aluminium framework clad in printed dibond. The units all flat packed into a Luton van for ease of transport.
The Larger rig that toured County Shows also consisted of 2 smaller game units – 1 based around a game where children throw themed balls to try and hit the branded cow cut-out and the other featuring a colouring wall & a magnetic jigsaw puzzle.
The “touchy feely” walls consisted of relief elements forming the trailer & milk churn, fluffy fur for the bunny, faux suede as cow skin & a rubber nose for the cows….. nose!
As part of the Jubilee celebrations we built this experiential stand for Andrex as part of the Sainsburys festival in Hyde Park.
The stand incorporated a dressing up area, photo mechanic, sampling area, ipad terminals for entering an onsite competition & a giant inflatable crown ball pit.
The printed backdrop and front flattage enabled consumers to be photographed “on the balcony of Buckingham Palace! They were then handed a high quality photograph to take away with them.
ipad kiosk terminals provide access to a bespoke website in order to enter the onsite competition.
The Giant, inflatable, crown ball pit gave children the opportunity to unwind and have fun whilst adults learnt about the brand!
The fully branded sampling wall featured 8 different rolls of tissue for consumers to test.
Following on from our successful creation of an exhibition stand for experiential activity in Westfield, Shepherds Bush in October 2010 we produced this fantastic experiential stand for Sense Marketing this summer to display Timberland’s Earthkeeper range @ the Cornbury Music Festival & Camp Bestival.
The experiential stand was self powered using a solar array provided by Firefly solar as well as solar panels cladding giant Timberland trees mounted on top of the roof terrace, smooth bikes which powered dynamos & bespoke designed & built log rolls providing power to the stand’s battery packs.
Arriving with 3 off 45ft trucks – 1 for the container, 1 for the dressing & panels & 1 for the skip viewing platforms we spent 3 days setting up & installing the stand.
[youtube width=”440″ height=”244″]http://www.youtube.com/watch?v=2vF2QPJou7Y[/youtube]
Using a 45 foot shipping container as its basis we cut out 3 sides, strengthened the resulting unit and added additional steels to the front to create a 14m x 5m outdoor space.
The resulting structure was completely clad in timber to make it look like a solid, wooden building.
We then built a terrace on top, accessed by a 2m wide wooden staircase providing stunning views of the festival sights and stages.
In front of the main building we built 2 bar areas with dye sublimated stretched roofs. these areas housed the Smoothie Bar & Tea Bar.
We also produced these customized viewing platforms created from rubbish skips; adding steps, a false floor covered with real turf & artificial flowers, railings, large cut outs of the Timberland logo & cutting holes to enable the converted skips to also be used as recycling points.
Our World Vision Mud Huts experiential exhibit had its most successful outing yet at Camp Bestival last weekend.
Over the past 14 months the huts have been seen at a variety of County Shows and other local events around the country but none of them have been as successful at raising sponsorship as Camp Bestival.
As well as drumming workshops, bead making & face painting members of the public can enter into the huts and see how children live in Sierra Leone and the changes that World Vision can make to their lives.
Our environmentally concerned dragon is soon to be back in rip roaring action ready to guzzle up your junk. Our lovely sewing team have been working hard over the last few days making sure that the big fella is in shape for Scottish festival antics. We have made some radical alterations, which will make our friendly dragon look bigger, fit more waste in its belly, become more wind resistent and look more magical than ever.
Keep your eye out for our friendly dragon if you’re going to T in the park this friday! Barry.
Round about this time last year we brought out our fabulous World Vision campaign. It was such a sterling success that World Vision are reusing the experiential exhibition again, today, at St Mary’s church in Shenley.
The idea behind this experiential event is to transport consumers to experience how it must feel to live in the poverty circumstances in which the children of Sierra Leone go through. We designed and built an authentic looking miniture village and developed a narrative to guide guests through a very real story of a child’s life in Sierra Leone.
At the beginning of the exhibition guests collect an MP3 to start the experience.
During the interactive journey the consumer begins in the first hut which shows an insight into how many people live in Sierra Leone, consumers are able to see, smell and feel the every day items they have to use to cook, sleep and wash.
As the story continues consumers move into the second hut which gives an insight into how families are living after receiving the help and support of World Vision and its donaters. It is here that we see there are beds, wood burning stoves, tables and mosquito nets.
At the end of the experience consumers leave the last hut through a tunnel of postcards telling stories of other children needing sponsorship.
More photos of the scene2 team on site progressing with our lush sustainable cabin.
Our massive and innovative power camp cabin is the talk of the festival. The finished piece will act as the perfect chill out area for festival goers.
Inside will be a free smoothie and tea bar in which the power is generated from these groovy juice bikes –
Other features include an upstairs bench area with solar power phone charging! Supplied from fireflysolar. While downstairs there’s a clothes shopping area.