SunFest, the West Palm Beach music and arts festival, celebrated its 30th anniversary Wednesday through Sunday, with more than 250,000 people crowding onto its grounds overlooking the Intracoastal Waterway.
Upon entry, guests were handed free music-download cards from TD Bank, one of more than 50 sponsors participating in the five-day gathering. The marketing teams proved eager to showcase the latest in branding, technology, and event promotions.
The event's three stages featured both established and emerging talent, including artists such as Snoop Dogg, Counting Crows, The Fray, Girl Talk, Passion Pit, Joan Jett and the Blackhearts, and Herbie Hancock.
Each stage had its own corporate sponsor—Bank of America, Tire Kingdom, and FPL—that was promoted with a large banner. In addition to beverage sponsors Coca-Cola, Blue Moon, and Coors, returning spirit sponsor Captain Morgan hosted three floating barges on the Intracoastal Waterway. A Captain Morgan pirate ship was available for exploration and photo opportunities. Each barge featured a radio sponsor and DJ, including the ESPN 760 radio affiliate, which gifted tickets to South Florida professional sporting events, while attendees indulged in various tailgating activities for prizes. Six flat-screen televisions broadcast Marlins and Heat games throughout the weekend.
Along a row from Banyan Boulevard to Lakeview Avenue, several brands took advantage of SunFest as an experimental marketing opportunity. Verizon Wireless had its own pop-up stage, DJ, and Nintendo Wii gaming area, along with a complimentary secure charging station where fest-goers could leave their smartphones to charge while exploring the grounds. A balloon artist twisted rubber shapes and animals for kids, while an airbrush artist designed gratis T-shirts. Verizon also showcased different equipment, including its latest 4G LTE-network devices.
Garnier Fructis supplied free shampoo and conditioner samples and temporary tattoos, along with a styling consultant and pop-up salon. People could try different products and hairstyles, then a staffer would snap a photo with an HTC device and email the image. Garnier Fructis also promoted its partnership with TerraCycle, a recycling program that works to eliminate waste.
The U.S. Army also had a booth, where reps monitored a pull-up-bar station and passed out promotional key chains and bracelets and pamphlets. The Army also had a drawing to win six iPod Nanos and Army T-shirts.
In the JetBlue tent, people entered to win free vacation packages and flight discounts. The airline supplied headbands with the JetBlue logo and promotional lip balms.
The Florida Lottery set up a pop-up ticket store where guests could buy an assortment of lottery game tickets. For every $10 ticket purchase, buyers were rewarded a spin on the Florida Lottery wheel, which supplied giveaways like Florida Lottery beach bags, mugs, umbrellas, and beverage koozies.
Tire Kingdom, an official SunFest sponsor, produced coupons for auto treatments and distributed promotional items including boxes of mints and rubber slap-around beverage warmers, which were a popular giveaway among many imbibers.
Finally, South Florida Ford rounded out the sponsorship display with both manual and arcade-style gaming areas for a chance to win cash and other prizes. Ford enthusiasts could scan their driver’s licenses for a chance to win a 2012 Ford Focus or $30,000 toward a future Ford purchase. The latest 2012 models were on display, including the Mustang, F-150, and Taurus.
