See the Clever Brand Activations That Engaged Fans at This Year’s Governors Ball Music Festival

Sponsors like Honda, Grubhub and Bacardí brought their lively activations to the festival’s new venue.

September 29, 2021

The Honda Stage featured performances by artists including Ellie Goulding, J Balvin, Future Islands, Rufus Du Sol, Pink Sweats, Carly Rae Jepsen and more.Photo: Justin Aharoni
NEW YORK—After being cancelled last year due to the pandemic, the Governors Ball Music Festival returned for 2021 with some new and improved digs.

In 2011, the New York City fest made its debut on Governors Island (hence the name). It then moved to Randall's Island Park in 2012, where it stayed through 2019. For its 10-year anniversary, the three-day music festival, which took place Sept. 24-26, migrated farther east to the parking lot of Citi Field in Queens.

Organizers explained that the new location was more accessible via public transportation for most attendees. Plus, the asphalt of the parking lot, which was covered with astroturf, meant no more muddy puddles, if it rained (although weather wasn’t an issue this year).

Produced by Founders Entertainment, this year’s festival also featured a new look with four stages in a 360-degree layout, allowing fans to easily move from one stage to the next. The lineup included headliners Post Malone, Billie Eilish and A$AP Rocky, with 60,000 fans attending each day. Festivalgoers were required to be fully vaccinated. For patrons who were not, a negative COVID-19 test result had to be obtained within 72 hours of each day they attended the festival.

Returning sponsors such as OGX and Bud Light welcomed music fans to the new venue with their beloved activations, while some newer brands like Grubhub made their presence known with fresh experiences.

Keep reading to see how brands attracted festivalgoers at this year’s Governors Ball.

Produced by Founders Entertainment, this year’s festival featured a new look with four stages in a 360-degree layout.

Photo: Courtesy of Live Nation

For its 10-year anniversary, the three-day music festival, which took place Sept. 24-26, moved from Randall's Island to Citi Field in Queens.

Photo: Yuxi Liu

Casa Bacardí

Bacardí Rum returned to Gov Ball with Casa Bacardí, which featured street dance performances, festival-inspired cocktails and boozy popsicles. Decorated with a palm-adorned subway car and fluorescent city grates, the space brought Caribbean energy to the festival.

Photo: Angela Pham for BFA

The activation space featured activities such as a bracelet-making station, palm tree ring toss, a DJ booth and live dance performances from a NYC-based street dancing group.

Photo: Angela Pham for BFA

Inspired by the brand’s motto, “Do What Moves You,” Bacardí also debuted the Shakers Club; the first 250 people each day at Casa Bacardí were given wristbands that monitored their movement, unlocking prizes redeemable at the Shakers Bar.

Photo: Angela Pham for BFA

Bud Light Seltzer Sessions

In addition to Gov Ball, this activation concept from Bud Light has appeared at major U.S. music festivals including Lollapalooza, Life is Beautiful and FireFly. The open-air, multilayered space features merch customization, games and a variety of seltzers, plus a stage showcasing up-and-coming artists.

Photo: Kevin Condon

OGX’s I Love My Hair Fest

Since 2019, OGX has been the exclusive beauty brand of Gov Ball. At this year’s activation, which was produced by MKG, festivalgoers were able to score free hair styling sessions, as well as goodies.

Photo: Courtesy of OGX

OGX’s VIP Cabana

The beauty brand’s VIP lounge area was open to influencers, editors and brand partners.

Photo: Courtesy of OGX

Grubhub

At this year’s festival, the food delivery service hosted the Grubhub Refueling Station, which included a photo booth, tattoo station, and DJs and dance parties. The company also hosted sweepstakes, providing free tickets to locals. Plus, Grubhub's campus technology allowed festivalgoers to use the app at the activation to order from select food vendors and have their order delivered to an Apex locker.

Photo: Courtesy of Grubhub

Grubhub also sponsored one of the festival stages.

Photo: Courtesy of Grubhub

Honda

The auto brand’s on-site experience included the “Honda Prize Drop” wall where attendees dropped a Honda Civic tire puck for a chance to win various prizes such as co-branded sunglasses, fanny packs, face masks, bandanas, hand sanitizer and more. Fans (including Mr. Met) were also able to take photos with the new 2022 Civic Hatchback surrounded by a wall of colorful tires.

Photo: Justin Aharoni

Festivalgoers could get co-branded spray-on tattoos available in different colors and styles. And Honda’s “Recharge Bar” allowed guests to take a break and recharge their phones.

Photo: Justin Aharoni

The Honda Stage featured performances by artists including Ellie Goulding, J Balvin, Future Islands, Rufus Du Sol, Pink Sweats, Carly Rae Jepsen and more.

Photo: Justin Aharoni

Aperol Spritz Piazza

The Aperol Spritz Piazza brought Italian vibes to the festival with a lush oasis, produced by experiential agency Swell, featuring two bars, interactive installations and the brand's signature bright orange color.

Photo: Courtesy of Aperol

Festivalgoers could pose at photo ops throughout the space.

Photo: Courtesy of Aperol

Patron Hacienda Experience

Festivalgoers were transported to the Patrón distillery in Atotonilco El Alto in the Mexican state of Jalisco, where they could grab a cocktail at the brand’s iconic Copper Bar. The hacienda experience has also appeared at festivals including Life is Beautiful and Austin City Limits.

Photo: Courtesy of Patron