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  1. Production & Strategy
  2. Experiential Marketing, Activations & Sponsorships

Activations

August 14, 2013
Heineken's Dome at the Coachella Valley Music and Arts Festival
Heineken's Dome at the Coachella Valley Music and Arts Festival

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.

Photo: Slade Smith/Courtesy of Corso Communications
ShopBazaar.com Coachella Party
ShopBazaar.com Coachella Party

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.

Photo: John Sciulli/Getty Images for Harper's BAZAAR
Lacoste Live Desert Pool Party at Coachella
Lacoste Live Desert Pool Party at Coachella

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.

Photo: Joe Scarnici/Getty Images for LACOSTE
Lacoste Live Desert Pool Party at Coachella
Lacoste Live Desert Pool Party at Coachella

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.

Photo: Joe Scarnici/Getty Images for LACOSTE
H&M Coachella Party
H&M Coachella Party

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.

Photo: Michael Kovac/Getty Images for H&M
Ford at Bonnaroo
Ford at Bonnaroo

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.

Photo: Nadia Chaudhury/BizBash
Instagram at Bonnaroo
Instagram at Bonnaroo

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.

Photo: Nadia Chaudhury/BizBash
Adult Swim at Bonnaroo
Adult Swim at Bonnaroo

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.

Photo: Nadia Chaudhury/BizBash
Adult Swim at Bonnaroo
Adult Swim at Bonnaroo

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.

Photo: Nadia Chaudhury/BizBash
Hostess at Pitchfork
Hostess at Pitchfork

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."

Photo: Barry Brecheisen for BizBash
Vans at Pitchfork
Vans at Pitchfork

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.

Photo: Barry Brecheisen for BizBash
PopChips at Pitchfork
PopChips at Pitchfork

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.

Photo: Barry Brecheisen for BizBash
ZipCar at Pitchfork
ZipCar at Pitchfork

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.

Photo: Barry Brecheisen for BizBash
Samsung at Lollapalooza
Samsung at Lollapalooza

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.

Photo: Barry Brecheisen for BizBash
Starbucks Iced Coffee at the It's so Miami Lounge
Starbucks Iced Coffee at the It's so Miami Lounge

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.

Photo: Barry Brecheisen for BizBash
UrbanDaddy and Mini Cooper at Lollapalooza
UrbanDaddy and Mini Cooper at Lollapalooza

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.

Photo: Courtesy of UrbanDaddy and MINI Cooper
Fiji Water and Gilt City's Better-Than-Backstage Rooftop Pool Party
Fiji Water and Gilt City's Better-Than-Backstage Rooftop Pool Party

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.

Photo: Daniel Boczarski/Getty Images
Glad and Keep America Beautiful at SXSW
Glad and Keep America Beautiful at SXSW

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.

Photo: Alexis Black
USA Network's SXSW Promotion
USA Network's SXSW Promotion

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.

Photo: Courtesy of USA Network
Asos Music Lounge at SXSW
Asos Music Lounge at SXSW

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.

Photo: Rodrigo Gaya/World Red Eye
For Nike's World Cup viewing party in 2010, Relevent set up a large video screen in the middle of New York's meatpacking district. Designed to look like a soccer field, the ground was covered with Astroturf.
For Nike's World Cup viewing party in 2010, Relevent set up a large video screen in the middle of New York's meatpacking district. Designed to look like a soccer field, the ground was covered with Astroturf.
Photo: Sara Jaye Weiss
The Nike World Cup viewing event also included foosball, British- and American-influenced fare, face painting, a photo booth, and a retail area for Nike products.
The Nike World Cup viewing event also included foosball, British- and American-influenced fare, face painting, a photo booth, and a retail area for Nike products.
Photo: Sara Jaye Weiss
To launch its Olympic sponsorship earlier this year, Duracell partnered with Synergy Events to design a stadium-like space with areas representing different sports. At one station, taekwondo champions Diana and Mark Lopez showed off their moves, while TVs screened highlights from past competitions.
To launch its Olympic sponsorship earlier this year, Duracell partnered with Synergy Events to design a stadium-like space with areas representing different sports. At one station, taekwondo champions Diana and Mark Lopez showed off their moves, while TVs screened highlights from past competitions.
Photo: Diane Bondareff/Insider Images for Duracell
The invitation for the New Balance experience store preview in New York in 2011 was a brass-colored relay baton, which hinted at the running-themed event concept.
The invitation for the New Balance experience store preview in New York in 2011 was a brass-colored relay baton, which hinted at the running-themed event concept.
Photo: Jeeyun Lee for BizBash
Matthew David Hopkins of 360 Design Events highlighted the park's many uses at this year's Hudson River Park gala in New York by creating centerpieces that incorporated running shoes and bicycle wheels.
Matthew David Hopkins of 360 Design Events highlighted the park's many uses at this year's Hudson River Park gala in New York by creating centerpieces that incorporated running shoes and bicycle wheels.
Photo: Courtesy of 360 Design Events, Jamie Watts Photography
Centerpieces at this year's Keep Memory Alive 'Power of Love Gala' in Las Vegas featured logo boxing gloves adorned with calla lilies.
Centerpieces at this year's Keep Memory Alive "Power of Love Gala" in Las Vegas featured logo boxing gloves adorned with calla lilies.
Photo: Curtis Dahl
Jeffrey Foster of Event Creative designed custom-built tables and props, including glowing baseball-diamond-shaped tables and a scoreboard that hung above the dance floor for a baseball-themed bar mitzvah in Chicago.
Jeffrey Foster of Event Creative designed custom-built tables and props, including glowing baseball-diamond-shaped tables and a scoreboard that hung above the dance floor for a baseball-themed bar mitzvah in Chicago.
Photo: Lee Ross Photography
Night Vision Entertainment created a 'shoe chandelier' for this year's N.B.A. All-Star Game in Orlando. The design featured 22 pairs of Adidas Superstar shoes hanging from the ceiling in a spiral configuration.
Night Vision Entertainment created a "shoe chandelier" for this year's N.B.A. All-Star Game in Orlando. The design featured 22 pairs of Adidas Superstar shoes hanging from the ceiling in a spiral configuration.
Photo: Kayla Hernandez for BizBash
For the 2011 U.S. Open, sponsor Moët & Chandon created a small-scale tennis court inside their New York offices.
For the 2011 U.S. Open, sponsor Moët & Chandon created a small-scale tennis court inside their New York offices.
Photo: William Star/ShootingStarsPro.com
The producers of St. Patrick's Episcopal Day School's sports-themed auction in 2010 tapped commercial sculptor A.J. Strasser to create oversize models of sports-related objects.
The producers of St. Patrick's Episcopal Day School's sports-themed auction in 2010 tapped commercial sculptor A.J. Strasser to create oversize models of sports-related objects.
Photo: Stephen Elliot/Mud Productions for BizBash
To maintain the evening's sports theme, servers from Main Event Caterers wore referee uniforms.
To maintain the evening's sports theme, servers from Main Event Caterers wore referee uniforms.
Photo: Stephen Elliot/Mud Productions for BizBash
At the U.S. Olympic Committee's 'Raise Our Flag' campaign launch, which took place earlier this year, Hilton created a 'dream wall,' where people could scrawl messages and show their support for the U.S. Olympic and Paralympic teams.
At the U.S. Olympic Committee's "Raise Our Flag" campaign launch, which took place earlier this year, Hilton created a "dream wall," where people could scrawl messages and show their support for the U.S. Olympic and Paralympic teams.
Photo: JM Photo for BizBash
Paralympic sports demonstrations were also a big part of the experiential promotion. One area invited visitors to shoot basketballs from a wheelchair.
Paralympic sports demonstrations were also a big part of the experiential promotion. One area invited visitors to shoot basketballs from a wheelchair.
Photo: JM Photo for BizBash
Team Up's Players' gala, which took place in Toronto earlier this year, featured food stations inspired by athletes.
Team Up's Players' gala, which took place in Toronto earlier this year, featured food stations inspired by athletes.
Photo: Graig Abel Photography
Created by TBA Global Canada and partner GES Canada, the temporary pavilion that showcased the Vancouver Olympics in 2010 included interactive gaming stations that gave attendees a better understanding of potentially unfamiliar sports like curling.
Created by TBA Global Canada and partner GES Canada, the temporary pavilion that showcased the Vancouver Olympics in 2010 included interactive gaming stations that gave attendees a better understanding of potentially unfamiliar sports like curling.
Photo: Dean Hannas
The N.C.C.A. and Turner Sports' temporary lounge, set up at the Time Warner Center, included a seated area with basketball-court-style flooring for the public to watch March Madness on four large-screen TVs.
The N.C.C.A. and Turner Sports' temporary lounge, set up at the Time Warner Center, included a seated area with basketball-court-style flooring for the public to watch March Madness on four large-screen TVs.
Photo: Brian Nevins
The activation also included a photo booth, which allowed visitors to pose with virtual images of Turner Sports' announcers.
The activation also included a photo booth, which allowed visitors to pose with virtual images of Turner Sports' announcers.
Photo: Brian Nevins
At the Tide Plus Febreze Sport launch party in Miami, the detergent brand staged multiple sports activities, including mini golf and basketball, on the W's rooftop tennis and basketball courts.
At the Tide Plus Febreze Sport launch party in Miami, the detergent brand staged multiple sports activities, including mini golf and basketball, on the W's rooftop tennis and basketball courts.
Photo: Rick Diamond/Getty Images
ESPN the Magazine's Super Bowl party last year featured sports-themed decor, which included a wall of framed athlete photos.
ESPN the Magazine's Super Bowl party last year featured sports-themed decor, which included a wall of framed athlete photos.
Photo: Jessica D'Onofrio for BizBash
At Nike's Primetime Knockout event a couple years ago, guests were encouraged to customize their own T-shirts.
At Nike's Primetime Knockout event a couple years ago, guests were encouraged to customize their own T-shirts.
Photo: Courtesy of Relevent
Tony Berger of Relevent brought in falafel, taco, and soda stations from PTG Event Services at the Nike party to help guests feel like they were at a real sporting event.
Tony Berger of Relevent brought in falafel, taco, and soda stations from PTG Event Services at the Nike party to help guests feel like they were at a real sporting event.
Photo: Courtesy of Relevent
Randy Finch and Derek Maxfield, stars of the Food Network show Ice Brigade, put on live ice-sculpting performances in this year's Super Bowl Village. Naturally, their frozen sculptures had a sporty theme.
Randy Finch and Derek Maxfield, stars of the Food Network show Ice Brigade, put on live ice-sculpting performances in this year's Super Bowl Village. Naturally, their frozen sculptures had a sporty theme.
Photo: Courtesy of Indianapolis Super Bowl Host Committee
Other activities at Super Bowl Village included the Super Bowl Host Committee and Global Inheritance's 100-Yard Hamster Wheel Dash, which let fans go head to head in human-powered wheels.
Other activities at Super Bowl Village included the Super Bowl Host Committee and Global Inheritance's 100-Yard Hamster Wheel Dash, which let fans go head to head in human-powered wheels.
Photo: Courtesy of Indianapolis Super Bowl Host Committee
At Coca-Cola's 'Celebrate the Spirit' event, which took place in Chicago in 2009, producers hung the Olympic rings from the tent's ceiling as a nod to the theme.
At Coca-Cola's "Celebrate the Spirit" event, which took place in Chicago in 2009, producers hung the Olympic rings from the tent's ceiling as a nod to the theme.
Photo: Courtesy of Coca-Cola
Product reps for Coca-Cola handed out vintage Olympics pins.
Product reps for Coca-Cola handed out vintage Olympics pins.
Photo: Courtesy of Coca-Cola
In 2009, the Museum of Science and Industry's Columbian Ball in Chicago featured an acrobatic performance by Jesse White Tumblers in the dinner tent.
In 2009, the Museum of Science and Industry's Columbian Ball in Chicago featured an acrobatic performance by Jesse White Tumblers in the dinner tent.
Photo: JB Spector/Museum of Science and Industry
For the Moneyball premiere, a parking lot adjacent to the Paramount Theatre was transformed into a baseball field, complete with scoop stadium lights and 200 authentic stadium seats from Brown United.
For the Moneyball premiere, a parking lot adjacent to the Paramount Theatre was transformed into a baseball field, complete with scoop stadium lights and 200 authentic stadium seats from Brown United.
Photo: Line 8 Photography
Nicky Balestrieri, managing creative director of BMF Media, spoke about design at the Event Innovation Forum—New York.
Nicky Balestrieri, managing creative director of BMF Media, spoke about design at the Event Innovation Forum—New York.
Photo: Cornelia Stiles/BizBash
PopSugar & ShopStyle's Cabana Club
PopSugar & ShopStyle's Cabana Club

An dramatic art installation was made from multicolor neon ribbons at PopSugar and ShopStyle's Cabana Club hotel takeover. The piece was a collaboration with the Las Vegas festival Life Is Beautiful.

Photo: Mike Windle/Getty Images for Popsugar
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