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. Produced by Superfly Presents, the event included concerts by Paul McCartney, Björk, Kendrick Lamar, and Tom Petty and the Heartbreakers, as well as comedy performances and cinema screenings. A multitude of vendors, artisans, and brands also competed to catch guests' attention—here's a look at how some of those brands stood out, plus how organizers expanded their on-site activities and amenities, as well as their social engagement strategies for this year's festival.
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The 20-foot lighted fountain, known informally as the "mushroom," provided a cool break from the heat of the day, as well as a place to shower. There was also a Ferris wheel that offered attendees a fun ride and great views.
Mattel, a new sponsor this year, created its "Crazy Combinations Lounge" based on its board game Apples to Apples with a red and green color scheme and games on every table. The company offered free apple cider to visitors, as well as a photo booth with silly oversize props and a charging station. Comedians such as Nikki Glaser and Amy Schumer stopped by the lounge to hang out and play games.
As part of Ben & Jerry's "Thumbs Up for Fair Trade" campaign, attendees could stamp their thumbprint onto a mural promoting the three pillars of fair trade. Afterward, they could sample the brand's Bonnaroo-inspired Coffee Caramel Buzz ice cream flavor.
At the New Music on Tap Lounge, viewers relaxed on bright blue branded floor cushions as they drank Miller Lites and watched special performances on the stage.
Complimentary professional hair washing and wet stylings were available once again in Garnier Fructis's air-conditioned lounge, as well as giveaways of a wide array of its products. Samples were also offered at every shower station on the camping grounds. A self-styling station was available for those who wanted to do their own hair. Additionally, iPads were set up so guests could explore the Garnier Web site.
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.
Branded bandanas filled with ice were given away to overheated attendees. The company also displayed three new Ford Fiestas.
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 ceiling balloons as they could.
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 (from Fireworks by Grucci) after headliner Jack Johnson performed on the main stage Saturday night.
IFC presented this year's comedy tent, which included sets by David Cross, Bob Saget, and Maria Bamford. To get into the theater, attendees waited in the barricaded lines, surrounded by placating quips like, "Eventually you'll get inside the tent, promise." Inside, IFC created a stage backdrop mimicking the festival outside. Some ticket-holders received free seat cushions promoting the second-season premiere of Comedy Bang! Bang! with Scott Aukerman and Reggie Watts, who also performed a live show at the tent.
In the silent disco, dancers listened to the DJ by wearing Ultimate Ear headphones so the music didn't disturb live performances occurring nearby.
At the Vapor Lounge, the electronic cigarette brand offered another respite away from the heat. Guests watched a live feed of musical performances as they relaxed, charged their phones, used the GIF photo booth, and sampled one of the cigarettes.
Inspired by the New Orleans dive bar of the same name, Snake & Jake's Christmas Club Barn was decorated with Christmas lights. Inside, Brooklyn-based Roberta's Pizza served its specialties as people enjoyed the late-night tiki disco party.
In addition to brand activations, there were plenty of on-site activities and amenities. Festival producer Superfly expanded its social engagement strategy by inviting attendees to link their R.F.I.D. wristbands with Twitter and Facebook. As guests swiped their wristbands at one of more than 20 stations around the grounds, the action generated an automatic post to their social networks to share what they were doing.
Staying hydrated was important during the four-day festival in the heat and sun. Ten water-filling stations were spread through the grounds, providing filtered water from the farm's 22 wells.
Organizers created a temporary post office to make it easy for festival-goers to send merchandise home. Special perks included Bonnaroo postcards and the official Bonnaroo postmark.
Attendees could keep cool on several waterslides. The kiddie and practice slides and the 35-foot tropical slide were free, while the 40-foot "Big Ass Water Slide" had a small fee.
To promote health and wellness, organizers expanded the yoga program, offering a variety of classes each day including vinyasa and meditative yoga. This year also marked the first-annual Roo Run 5K, which featured a course around the festival grounds. At Planet Roo, the festival's education and environmental center, people could take various classes and workshops at the Academy, including break dancing, building instruments, and theater. Nearby they could watch documentaries, visit the learning garden, and enjoy beverages at the coffee shop.
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.
Massages were offered in the V.I.P., guest, and artist hospitality areas. V.I.P. ticket-holders had access to separate lounges and special viewing sections at every stage. Those who purchased the "Roll Like a Rock Star" package were also treated to golf-cart escorts, three prepared gourmet meals a day, and accommodations in a luxury tour bus.
Kidz Jam offered parents a chance to step away from the music and entertain their children with performances, art projects, and interactive games. Amenities like water, sunscreen, and ear plugs were also provided for children.
