Never mind the skeptics who said Goldenvoice's Coachella Valley Music and Arts Festival had overstepped when it made the move to two identical weekends last year. The event returned to the Southern California desert in April with blazing buzz. About 80,000 people a day came to the massive event, and brands followed. Heineken's sponsorship activation included cold storage for cases of festivalgoers' beer, which was tracked using a fingerprint scan and kept cold until guests were ready to imbibe. V Squared Labs also created the visuals for the brand's dome on the festival grounds.
Harper’s Bazaar brought the ShopBazaar pop-up boutique to the desert. Throughout the festival's first weekend, the event took over the Jonathan Adler–designed Parker Palm Springs hotel. Former Elle event chief Caitlin Weiskopf oversaw the event. "All purchases were made on ShopBazaar.com at the MacBooks or iPads in the pop-up, and guests could walk away with clothes to wear to the show that day," Weiskopf said.
Back for its fourth year at Coachella was Lacoste, which brought its Lacoste Live Desert Pool Party to a private estate near the festival grounds with production by Made With Elastic. The event included an activity/art installation that invited guests to shoot paint-covered tennis balls at a massive polo shirt called “Polo Gigante.” Beta Creative was behind the setup.
For right-on-trend festival looks, a flower crown station allowed guests to pick up garlands to wear on the spot—in exchange for a posting on social media.
For the fourth consecutive year, H&M was an official sponsor of the festival, but it expanded its presence this year from the festival's polo-field grounds to the 40-acre Merv Griffin Estate. More than 300 guests came for performances by Santigold, DJ Michelle Pesce, and others. Sleek signage in foliage and hedging served as chic, branded photo backdrops for celebrity arrivals.
More than 80,000 music lovers gathered at the Bonnaroo Music & Arts Festival on a 700-acre farm in Manchester, Tennessee, from June 13 to 17. In the spirit of garage rock, Ford erected a garage in the middle of the festival for its Fiesta Garage. Bands like Maps & Atlases and the Rubens performed while attendees lounged in mismatched armchairs. Also available were free customized T-shirts, iPads to browse the Internet, and a photo booth station.
Selected Instagram photos with the #Bonnaroo hashtag were displayed on the sides of the two main stages between sets. Instagrammers were also encouraged to submit their photos for the official fan documentary, True Roo: Fan Faces of Bonnaroo, by tagging #TrueRoo.
The planetarium, shaped like a character from an Adult Swim show, offered screenings of the channel's content as well as celestial graphics. Adult Swim also sponsored fireworks after headliner Jack Johnson's performance.
The Pageant of the Cosmos offered carnival games with an Adult Swim–inspired twist. For "Balloonicorn in Space," participants donned a unicorn hat and had to pop as many overhead balloons as they could.
This year's Pitchfork Music Festival drew some 50,000 guests to Chicago's Union Park July 19 to 21. As part of the Twinkie marketing campaign that it has dubbed the "sweetest comeback in the history of ever," Hostess brought in a bright red food truck that doled out the recently relaunched treats. By the truck, guests could pose with a plush "Twinkie the Kid" and play a game of bags on a board that read: "Feed Your Cakeface."
Playing off its "Off the Wall" tagline, Vans had a painter create portraits of festivalgoers. The paintings hung on a temporary wall on festival grounds and will be auctioned off at future Goose Island Brewery events. Proceeds will benefit the 606, a local park and trail system set to launch in the fall.
With the hashtag #PopChipsToTheRescue, PopChips sponsored a so-called "rescue hut." Supplied by Tuff Shed, the activation was stocked with items that festivalgoers often need, including cell phone chargers. There were also games, a relaxation area, and an oversize prop frame that guests could use for photos. After the festival, PopChips worked with Habitat for Humanity to donate the hut to the Chicago community.
ZipCar recently partnered with the Chicago Loop Alliance on a pop-up art activation called "Fueling Local Art." At the festival, guests could watch local artist George Berlin treat the car like a canvas; after the event, the vehicle was washed off and returned to the local fleet of ZipCar vehicles.
Lollapalooza brought 300,000 fans and 130 music acts to Grant Park in Chicago from August 2 to 4, and brands vied to get in front of the throngs of media, music fans, and tastemakers. At the "Samsung Galaxy Experience," Samsung offered henna tattoos on festival grounds. Guests could pick a design from photos displayed on the Galaxy S 4 and Galaxy Note 8.0. At another station, flower wreaths were available.
BMF Media Group returned to the Hard Rock Hotel to host the "It's so Miami Lounge" throughout Lollapalooza weekend. Starbucks hosted its first Lollapalooza activation this year at the lounge. The suite offered oversize chess and Connect Four games, plus small café tables stocked with buckets of bottled iced coffee.
UrbanDaddy and Mini Cooper partnered to launch "Mini Night Out," which debuted at Lollapalooza. Through the campaign, guests could reserve a ride in the new Mini Paceman on Friday and Saturday for a "nightlife adventure," which included stops at Lollapalooza parties around town. Media, local influencers, and festival bands such as Imagine Dragons (pictured) sampled the service, which left from the Hard Rock Hotel.
On Saturday of Lollapalooza weekend, Fiji Water and Gilt City hosted the Better-Than-Backstage Rooftop Pool Party. Treats included snow cones made with Fiji Water. The event's main feature is an intimate performance from a Lollapalooza act, and this year's event offered live music from MS MR.
The 2013 South by Southwest music, film, and technology festival wrapped March 17, with an estimated 150,000 people turning out for all or part of the 10-day event in Austin, Texas. Plastic housewares brand Glad and Keep America Beautiful partnered to provide 13 trash, compost, and recycling areas, diverting much of the festival's waste. Adding another layer to the activation, artist Jason Mercier created a mural of America made from SXSW trash, with digital prints of the artwork available for download.
USA Network used a new "video paint" technology to promote its original drama series Graceland. Attendees were invited to a pop-up location in downtown Austin's busy bar strip, where they could use a digital paint-brush roller to project Graceland images on the walls of buildings.
For those who wanted a permanent souvenir of SXSW, the Asos Music Lounge included an on-site tattoo artist for V.I.P. guests. The three-day music venue and restaurant was presented by the British fashion online retailer at the Cedar Door Bar & Grill.
The Mint Agency produced a fete for Toronto International Film Festival flick The Grand Seduction at Brassaii on September 8. The film centers on a doctor character, and the catering from executive chef Chris Kalisperas played up the theme. Menu items included lemon vodka shots served in syringes.
Lifestyle and hospitality brand Nikki Beach once again set up a pop-up lounge on the rooftop of the Spoke Club during TIFF. The venue hosted a Sunday brunch and fashion shows for beachwear from several lines, including Kochon (pictured). Models held baby pigs as a cheeky nod to the brand's name.
The Mint Agency recently took on SodaStream's public relations, so staffers decided to host a media lunch during TIFF. The afternoon's drinks included a basil-yuzu mojito, a ginger-tarragon lemonade spiked with vodka, and a gin and tonic with cucumber-infused gin. The cocktails, of course, all contained SodaStream soda.
Inspired by the tree-bound elves that represent the Keebler brand, Leo Burnett and City Eventions recently partnered on the Tiny Doors Project, which promotes the snack company. Purposefully under-the-radar, the Keebler campaign has commissioned artists in a variety of cities to carve little, elfin doors into trees around the country; the locations are announced on a Tumblr page.
Ben & Jerry's recently wrapped its City Churned campaign, which included events in five cities this summer. In addition to flavor launches in each city, the ice cream makers organized community events with local organizations. In San Francisco, for example, volunteers painted over graffiti at San Francisco’s Ocean Beach.
The E4 (Escape, Experience, Encounter, and Engage) 2013 conference was planned by the Experient team for both Experient and Maritz clients August 11 to 14 at the Sheraton Phoenix Downtown Hotel. For the closing reception, the dessert bar setup included a working conveyor belt, and plasma screens displayed the food station menus.
Staff dressed in steampunk costumes carrying an oversize (but lightweight) gilded frame wandered the reception room, encouraging guests to pose for photos while framed inside. A stationary green-screen photo booth was set up in the foyer, along with steampunk accessories such as goggles, hats, and parasols.
To celebrate the return of Crossfire to television after an eight-year hiatus, CNN threw a homecoming party at the Carnegie Library at Mt. Vernon Square in Washington on September 10. Guests couldn't miss the larger-than-life images of the Crossfire hosts in Carnegie Library's main room, and Events by Andre Wells created a modern look that incorporated branding and the show’s signature silver, red, black, and white.
You've heard of projection mapping, but you've likely never seen this before: so-called “reflection mapping” is an innovation from V Squared Labs that uses mirrors, light, and sculptural form to dramatic effect—and it's just debuting on the live event scene this month.
To celebrate its 10 millionth visitor on September 5, the Eiffel Tower Experience at Paris Las Vegas launched 5,000 balloons into the air. The balloons were in France's national hues of red, white, and blue, and the unwitting 10 millionth visitor—an English tourist named Martin Layton—won a seven-day trip for two to Paris (the real one).
Salvatore Ferragamo hosted this year's bash at the Windsor Arms Hotel on September 9. Aiming to evoke an orchid conservatory, Frank Rea of Forget Me Not Flowers decked the space with glass towers filled with red Aranthera orchids and floating candles. Spinning Top Productions produced.
SodaStream presented and the Mint Agency produced a celebration for The Railway Man at Live at the Hive on September 6. Logos appeared in multiple spots, including over a candy bar filled with scoop-it-yourself goodies.
Other brand activations included a mirror with a decal cut into the shape of a SodaStream bottle. A SodaStream machine on site was autographed by celebrity guests (Nicole Kidman and Colin Firth were in attendance) and then auctioned off for charity.
The Mint Agency also produced a fete for The Grand Seduction at Brassaii on September 8. The film centers on a doctor character, and staffers' uniforms and the catering from executive chef Chris Kalisperas played up the theme.
Menu items followed the quirky theme, including lemon vodka shots served in syringes.
The Grand Seduction menu also contained "Thermometer-Dipped Pretzels."
Filthy Gorgeous is a documentary about the life of Penthouse magazine publisher Bob Guccione. Event designer Bill Fulgham chose the new nightclub Cube as the venue for the screening's after-party because, he said: "It was almost made-to-order. The interior is dark and sexy with that required amount of shimmer, and it evokes a sultry and stimulating atmosphere." To amp up the sultriness even more, planners staged a mock Penthouse photo shoot, replete with models and photographers greeting guests. Contemporary Furniture Rentals brought in fixtures that added to the '70s-lounge vibe.
The bar was sponsored by Belvedere vodka, and staffers passed snacks in tight tank tops emblazoned with Filthy.
The Mint Agency recently began handing SodaStream's public relations, so staffers decided to host a media lunch during TIFF to introduce journalists to the brand's executive team. Decor for the daytime event, held at Live at the Hive, was clean and bright.
Along with pink and orange gerbera daisies, decor included vases filled with fresh citrus fruits, Moroccan-style lamps, and displays of the SodaStream machine itself.
Planners brought in celebrity chef Susur Lee to prepare the meal and his son, Kai Bent-Lee, to make drinks at the bar (Bent-Lee is also the mixologist at local hot spot Bent). Working at the so-called "Soda Bar," Bent-Lee prepared drinks that paired with the lunch: For the main course of coffee-marinated pork tenderloin with sautéed wild blueberries and Ontario apples glazed in ice syrup, Lee marinated the meat in SodaStream bubbly water.
The drinks included a basil-yuzu mojito, a ginger-tarragon lemonade spiked with vodka, and a gin and tonic with cucumber-infused gin. All the cocktails, of course, contained SodaStream soda.
Hugo Boss hosted a rooftop after-party for The Enemy screening at the Chase on September 9. Because the film is set in Toronto, planners sought a venue that showcased the city skyline, and McNabb Roick Events kept decor minimal to not detract from the views. The venue selection also presented a play on words that related to the film's plot: in it, star Jake Gyllenhaal chases his enemy.
The event included a DJ stand—and staff uniforms—splashed with the Hugo Boss logo.
On September 9, Wahlburgers—the burger chain backed by celebrity brothers Mark, Paul, and Donnie Wahlberg—celebrated its Toronto launch with a green-carpet bash at the Soho Metropolitan hotel. The burgers come in flavors such as "Mark's Choice," a turkey patty topped with orange-cranberry sauce, roasted butternut squash, and stuffing.
Drake Hotel, a gold-level hospitality sponsor for TIFF, hosted parties from September 5 to 15. The hotel partnered with Future Projections to showcase Sweat by Radical Friend on the outside of the building. The projected images revealed sometimes disturbing representations of mass culture, including murder; there were also images of bikers and deserts. The layered images were ultimately meant to reference the brain functions of characters from films by Canadian director David Cronenberg.
With a "Down the Line" theme, inspired by 1970s London, the nightly programming at the Drake included a showcase of designs from the Brazilian artist Baby Steinberg, who is based in Toronto. Steinberg's project "Science Film" comprises wearable artworks made from VHS tapes' film that has been knitted and crocheted together.
The late-night parties also offered free tattoos in the hotel's Room 222, which became a temporary ink shop. Guests could choose from one of six tattoo designs created for the event.
To celebrate its 29 films premiering at TIFF, Entertainment One hosted a blue-carpet bash (playing off its logo) on September 9. Held at the Roundhouse, the event was designed by McNabb Roick Events and had an outdoor bar sponsored by Skyy. Cocktail tables were lit in the evening's signature hue.
Inside the venue, sleek decor stuck to a white-and-icy-blue color scheme.
Lifestyle and hospitality brand Nikki Beach once again hosted a pop-up lounge on the rooftop of the Spoke Club. The venue hosted a Sunday brunch and fashion shows for beachwear from several lines, including Kochon (pictured). Models held baby pigs as a cheeky nod to the brand's name.
Josh Wood Productions produced the September 8 gala at the Carlu. The evening, which was presented by M.A.C. Viva Glam, included a performance from Gossip.
NKPR hosted the IT Portrait lounge at its West Adelaide Street offices, and this year's theme was "Modern Vintage." Sponsors included Barilla, which sent in chefs to cook pasta dishes for the celebrity and V.I.P. guests. A rep for the lounge said that this year's sponsors all had a rich brand heritage; Barilla has been operating since 1877.
Avon provided makeup touch-ups at the lounge, which was decked in vintage-inspired, black-and-white decor.
This year, the Variety Studio was held at Holt Renfrew. Stars such as Jessica Chastain popped in to conduct on-camera interviews about their TIFF films, and the interviews were broadcast on the industry publication's Web site.
Presenting sponsor MoroccanOil showcased its products with hand massages. Susan Sarandon—and her canine companion—were among the guests.
Glo Communications hosted the Bask-It Style lounge in an $8 million penthouse on Harbor Street. Chique and Unique Home Staging gave the venue a "Rustic Luxe" look, and sponsors included Mary Kay. The makeup company displayed its limited-edition "Fairytales & Fantasy" collection in an area that held a solid-oak, 1800s church pew. A tall, reclaimed wood table was used as the makeup station.
Diesel's Food Truck for Change, produced by Spinradius Events, hit the streets of the greater Toronto area on September 5 to coincide with the film fest's opening. Targeting celebrities and influential festival attendees, the food truck doled out "croughnuts" in exchange for a donation to the charity OneXOne. The truck rolled around the city through September 8.
The Storys Building became the AMC Storys Building for the festival's run and hosted a slew of activations produced by Ink Entertainment and Icon Legacy Hospitality. In the AMC private lounge, banners advertised the channel's popular shows Mad Men and Breaking Bad.
The event generated more than 84,000 pounds of food waste that a local organization made into livestock feed.
McDonald’s donated 87 percent of the show’s signage and banner materials to an Orlando art school, and more than 67,000 pounds of exhibit building materials to eight community organizations.
Where/when: Austin, Texas; March
Type of offerings: Music, film, and digital media
2014 dates & ticket prices: March 7-16; admission prices start at $495
Vibe: Crowded, celebratory, frenetic, and keyed in to all things media—especially music, given its origins as a music fest. The significant presence of many start-ups adds dynamic energy throughout the event, and a hipster sensibility pervades venues throughout the city.
Audience: The 2014 iteration drew an estimated 150,000 people, who turned out for all or part of the 10-day program. Among the ranks are mostly twenty- and thirtysomethings, with more than one in 10 traveling from abroad. It leans more heavily toward male attendees—about 60 percent to 40 percent female.
Past event hosts: USA Network, 3M, Beats by Dre, Sonos, Filter, Fader, MySpace
Past main event sponsors: Chevrolet, Friskies, American Airlines, Oreo, Yahoo, Smirnoff, Taco Bell, SideCar
What works: Media-, music-, tech-, and innovation-heavy parties and activations are right for this crowd—last year 3M even used a disturbingly lifelike digital avatar named Jenny that directed guests to panels and events at the Austin Convention Center. Official and unofficial events take over hotels, restaurants, and nightclubs throughout the city.
What doesn't work: Events without a surprising interactive element—or another obvious draw like headlining entertainment—will have trouble rising above the noise.
Where/when: Miami; March
Type of offerings: Electronic dance music
2014 dates & ticket prices: March 28-30; admission prices start at $399.95
Vibe: Ultra feels like an eclectic costume party. Scantily clad attendees from all over the world offer plenty of people-watching opportunities. It attracts newbies and longtime festival vets alike.
Audience: Last year, Ultra broke attendance records with about 330,000 people from more than 80 countries at Bayfront Park; the festival also attracts a number of college-age spring breakers.
Past event hosts: Absolut, SiriusXM, Belvedere, Red Bull
Past main event sponsors: Heineken
What works: Pool and yacht parties, private warehouse bashes, and nightclub events start after the festival’s official daily curfew. Record label parties are a huge draw, allowing guests to check out DJs and related talent. An electronic music component is essential to grab attention.
What doesn't work: Ultra doesn’t have an especially upscale feel—folks are dressed casually in neon and high-tops—so events that feel too dressed-up aren’t the right fit. Morning events are a definite no-no for the late-night crowd.
Where/when: Indio, California; April
Type of offerings: Music and art
2014 dates & ticket prices: April 11-13, April 18-20; admission prices start at $375
Vibe: Generally peaceful, joyful. Think braids and daisy garlands amid a free-to-be atmosphere. There’s an air of concern for the environment: interactive recycling programs draw heavy crowd participation.
Audience: A generally sold-out crowd blanketing Indio’s vast Empire Polo Club comprises mixed-genre music fans, many traveling from Los Angeles to the three-day-long program that repeats on consecutive weekends. The range of ages and interests appeals to marketers in the categories of fashion, media, and beverage. Last year drew 90,000 three-day ticket holders for each of the two weekends, and this year is sold out as well.
Past event hosts: Lacoste, Armani Exchange, T-Mobile, Guess, ShopBazaar, H&M, Chevy Volt
Past main event sponsors: Heineken, H&M, JBL, PlayStation, Red Bull, Fruttare
What works: With the desert heat often soaring well above 100 degrees, pool parties reign supreme. The parties often take over private residences and hotels on the festival grounds as well as in neighboring Palm Springs, Cathedral City, and others. With the music-minded crowd, live concerts are often the centerpieces, though festival host Goldenvoice has restrictions on performances by its official acts.
What doesn't work: Daytime events without a pool component—the weather is too unforgiving. Second-weekend events aren’t as popular, so brands overwhelmingly prefer the buzzier first weekend.
Where/when: Manchester, Tennessee; June
Type of offerings: Music, art, film, and comedy
2014 dates & ticket prices: June 12-15; admission prices start at $234.50
Vibe: The festival draws a crowd with overtly artsy and environmentally friendly sensibilities. There’s a sense of community and an eagerness to explore the festival footprint and its campgrounds throughout Great Stage Park, a 700-acre event ground.
Audience: The Superfly Presents-produced Bonnaroo draws a crowd of about 80,000, including older attendees who have been around since the festival’s beginnings in 2002, to college-age kids from around the country.
Past event hosts: Fuse
Past main event sponsors: State Farm, Ford, Ben & Jerry’s, Dell, Garnier, Miller Lite
What works: Events held at night are a great match for the festival, where the masses are camping and make for a captive audience on the grounds. And given the Tennessee summer heat, giveaways that help keep attendees cool are favorites.
What doesn't work: The crowd doesn’t fancy itself as cool as, say, the Coachella kids, so events that feel exclusive are less likely to make an impact.
Where/when: Chicago; July
Type of offerings: Music and a retail media fair
2014 dates & ticket prices: July 18-20; admission prices start at $60
Vibe: Set in Chicago’s Union Park, the festival feels a little calmer than Lollapalooza, which shares its host city. It’s smaller and therefore easier to traverse. Headline performances draw a bigger crowd, whereas daytime events have a more relaxed vibe.
Audience: With affordable ticket prices for a major festival, Pitchfork is able to draw a broader audience. The festival also feels more intimate with about 18,000 attendees per day. Think indie music lovers and people wanting to discover up-and-coming bands.
Past event hosts: Ray-Ban, Threadless
Past main event sponsors: Vans, Hostess, ZipCar, Heineken, Goose Island
What works: Brands tend to draw in consumers with perks like icy treats, snacks, cell phone charging stations, and other essentials for staying comfortable at a hot music festival. H&M even brought in deodorant in 2012.
What doesn't work: Sponsor signage on the festival’s stages was a no-go in 2013, so sponsors used everything from carnival games to reps dressed as Twinkies to draw attention.
Where/when: Chicago; August
Type of offerings: Music, food, and retail
2014 dates & ticket prices: August 1-3; admission prices start at $95 (based on 2013 one-day passes)
Vibe: The atmosphere is festive, crowded—the event drew a record 300,000 attendees in 2013—and subject to Chicago’s unpredictable elements. It’s known to rain on the hot late-summer festival, creating a devil-may-care environment with attendees sloshing around in mud.
Audience: Young and with diverse musical genre interests: fans come to see indie, hip-hop, dance, R&B, and even country acts. But many attendees weren’t even born when some of the festival’s headline acts like Nine Inch Nails and the Cure were topping charts. The crowd is also international: At least one in 10 attendees travels from abroad.
Past event hosts: Belvedere, Gilt City, Fiji Water, Billboard, Asos, Bed Head
Past main event sponsors: Red Bull, Bud Light, Samsung, BMI, Toyota, Citi, Mophie, Gap, Hard Rock Hotel
What works: Given the festival’s urban downtown environs in Chicago’s Grant Park, hotels are popular—and proximate—venue choices for parties. And hotels welcome the event business and tourists: the festival has an economic impact of $120 million on the city.
What doesn't work: Overcrowding at related events is a perennial problem, and long lines have created headaches for guests and hosts alike. Further, Chicago’s notoriously dicey August climate has led to cancelations and last-minute tweaks (including an evacuation of the grounds in 2012).
