Gov Ball 2023: 20+ Inspiring Brand Activations From the NYC Music Festival

Here's what you might have missed at the annual event from companies like Snapchat, Google, Verizon, and more.

June 28, 2023

This year, UTZ and Mike’s Hot Honey teamed up to distribute chips along with a live mural painting.Photo: Courtesy of Alive CoverageNEW YORK—Earlier this month, when the New York City sky turned a toxic shade of orange due to the Canadian wildfires, some outdoor events were forced to cancel. But, fortunately, the air cleared just in time for this year’s Governors Ball music festival, which took place June 9-11.

Over 100,000 attendees flocked to the 12th edition of the festival, which featured a lineup of 60-plus artists including headliners Kendrick Lamar, Lizzo, and ODESZA.

This was the fest’s first year at Flushing Meadows-Corona Park (previous venues included Citi Field and Randall’s Island Park). The Queens site has hosted historical events including two World’s Fairs and the annual US Open Tennis Championships.

Alex Joffe, head of global partnerships at Founders Entertainment, the production company behind the festival, said, “We’ve had eyes on Flushing Meadows-Corona Park for years. The park was created and designed back in the 1930s specifically for large-scale events, and its sprawling green space and tremendous ease of access make it a perfect urban festival site.”

He added that Founders is in “active conversations with NYC Parks and the City of New York” about returning to Flushing Meadows-Corona Park next year.

Also new this year, organizers added a ticketing tier: GA+. It offered access to air-conditioned restrooms; a centrally located lounge area with shade, seating, and its own bar; food vendors; and water refill stations. The lounge also included a dedicated concierge to assist GA+ ticket holders with their needs.

“We are always looking to offer our fans different, unique experiences that cater to their desires,” Joffe said about the decision to add the new tier. “Some people simply want private space and nicer bathrooms, and that’s exactly what GA+ provides. It’s a level in between GA and VIP, both in terms of amenities and ticket price.”

With 30 official partners—20 multiyear or renewed and 10 new—this year’s festival grounds were packed with fresh activations. For example, Snapchat introduced a new functionality—the first-ever AR Site Map, which allowed fans to navigate a 3D construction of the grounds via the Snap app, as well as offering an opportunity for brands to engage with attendees even more. Coke Studio amplified its physical activation through the digital lens, increasing traffic to its space and providing fans with four custom filters to create selfie artwork. Bacardi used the tech to create a one-of-a-kind, first-ever AR drone show, which was displayed over the Bacardi Stage all weekend long through a QR code.

Keep scrolling to see more from brands and partners including Google Pixel, Bacardi, Bud Light, and more at this year’s Governors Ball…

Over 100,000 attendees flocked to the 12th edition of the Governors Ball music festival, which featured a lineup of 60-plus artists including headliners Kendrick Lamar, Lizzo, and ODESZA.

Photo: Charles Reagan

Casa Bacardi

This branded lounge featured cocktails, mango-chile popsicles from La Newyorkina, solar phone-charging stations, live DJ pop-ups, and specialty cocktails featuring the brand’s latest mango chile-flavored rum.

Photo: Courtesy of BFA

Festivalgoers were able to score airbrushed swag at Casa Bacardi.

Photo: Courtesy of Alive Coverage

Bud Light Backyard

The beer brand’s grown-up take on a backyard play set included a rope swing photo op, a twisty slide, lounge chairs, and an upper deck for viewing the stage performances.

Photo: Courtesy of Alive Coverage

Snapchat AR Photo Tower

Snapchat’s AR Photo Tower allowed attendees to take pics with the Gov Ball heatwave lens. After taking a pic, festivalgoers could scan the QR code at the bottom to start using the app’s AR Compass to find stages, snacks, and more.

Photo: Courtesy of Alive Coverage

Verizon Deck

Adjacent to its sponsored stage sat Verizon’s two-story activation where festivalgoers could access free charging stations, purchase official Gov Ball merch, and score views of the performances.

Photo: Courtesy of Alive Coverage

Red Bull Unforeseen: New York Under Construction

The energy drink’s “hidden party” included lots of nods to New York, with faux storefronts including a bodega and pizza spot, as well as a replica of a subway station.

Photo: Courtesy of Alive Coverage

Coke Studio

At the Coke Studio, attendees were able to transform themselves into a band, create album art, and record a music video with the help of AI.

Photo: Courtesy of Alive Coverage

The Pixel Experience

Google Pixel celebrated 50 years of hip-hop with an interactive exhibit with artifacts from the Universal Hip Hop Museum. Attendees could experiment with Pixel features including recreating hip-hop dance moves against a backdrop and covers of classic hip-hop albums.

Photo: Courtesy of Google Pixel

The exterior of the exhibit featured graffiti artwork from The Bushwick Collective.

Photo: Courtesy of Alive Coverage

Häagen-Dazs Mini Mart

At the Häagen-Dazs Mini Mart, festivalgoers could pick up a free butter cookie cone, snag merch giveaways, and capture a pic at this makeshift convenience store setup, complete with newspaper holders and faux grocery products.

Photo: Courtesy of BFA

Aperol Spritz Piazza

Similar to its activation at Coachella, Italian aperitivo brand Aperol brought its piazza-inspired space, complete with a tram designed to resemble an Italian streetcar and a kiosk where guests could play digital trivia games or create a custom AR experience. There was also an oversize, interactive video dome that had a slow-motion camera.

Photo: Courtesy of Alive Coverage

Chateau Ste. Michelle Wine Lounge

Here, attendees enjoyed a selection of Chateau Ste. Michelle wines and frosé as they snapped a pic at the photo booth.

Photo: Courtesy of Jive

Tito’s Stardust Experience

Attendees could score custom swag using a claw machine, as well as a personalized dog tag and cocktails at the Tito's activation.

Photo: Courtesy of Alive Coverage

Espolón Tequila Cantina

Tequila brand Espolón served up margaritas and palomas, along with swag and a photo moment.

Photo: Courtesy of BFA

MLB Life Lounge

At the MLB Life Lounge, attendees could explore the worlds of art and music in relation to baseball.

Photo: Courtesy of Alive Coverage

Blue Point Brewing Co. Tattoo Bar

At the Blue Point Tattoo Bar, festivalgoers could grab a beer and get a free Ephemeral tattoo, which is designed to naturally fade over time.

Photo: Courtesy of Alive Coverage

About-Face Beauty Stop

The about-face Beauty Stop provided festival-proof makeup looks, including pigment-packed eyes and iridescent shimmer, courtesy of on-site makeup artists.

Photo: Courtesy of Alive Coverage

UTZ x Mike's Hot Honey Bodega

This year, UTZ and Mike’s Hot Honey teamed up to distribute chips along with a live mural painting.

Photo: Courtesy of Alive Coverage

M&M’s Sweet Tour

Attendees could score samples of M&M’s flavors and branded swag.

Photo: Courtesy of Alive Coverage

Frites Artois by Stella Artois

The beer brand served up crispy frites with dipping sauces crafted by chef Roy Choi.

Photo: Courtesy of Alive Coverage

Dunkin’ Rhythm Room

Attendees who downloaded the Dunkin’ Rewards App got access to the brand’s rooftop lounge, giveaways, photo ops, plus doughnuts and coffee, of course.

Photo: Courtesy of BFA

Jack Daniel’s Lawn Lounge