The iHeartRadio Music Festival brought an impressive number of musical acts—and sponsors—to the MGM Grand in Las Vegas for the two-day event on September 19 and 20. While artists like Iggy Azalea, Taylor Swift, and Usher entertained concertgoers onstage, brands vied to engage them at the festival’s iHeartRadio Village. From giant waterslides to artists creating murals in real time, sponsors definitely got creative in their attempts to score attention. Here’s a look at some of the most innovative activations seen at this year's festival.
A local Las Vegas street artist created a one-of-a-kind Matador-branded mural in real time at the iHeartRadio Village.
In a move meant to get attendees to associate its soft drink with a refreshing quality—and give them an opportunity to cool off from the hot Las Vegas temperature—Pepsi constructed a waterslide.
Visitors had the opportunity to receive a Pepsi-branded can cooler personalized with their photo and name.
An ice sculpture of a sofa decorated with the Pepsi logo proved popular among the snap-happy guests.
The cosmetic company created a “Beauty Hideout” where guests could win free products and were encouraged to download the brand’s “Steal the Look” app via colorful signage.
Organizers gave a playful nod to the “Steal the Look” app by emblazoning its name on a step-and-repeat fashioned to look like a mug-shot background. Two models dressed as police officers added another fun element to the popular photo opportunity, which even managed to attract a handful of men at the female-dominated station.
In keeping with iHeartRadio’s focus on music, professional makeup artists helped attendees recreate looks inspired by pop stars, rappers, and various other types of musicians.
The credit card company enticed cardholders to tweet about the iHeartRadio Music Festival via an interactive vending machine that provided them with a unique hashtag and prize once they posted a message about the event. Prizes included $10 prepaid MasterCards and free music downloads.
Guests could entertain themselves by playing on branded oversize Jenga sets or cornhole game stations at the network’s sandy beach-theme area.
Branded CW beach balls sat in inflatable pools and added to the beach-like environment, as did branded beach chairs, hammocks, and a stocked ice cream cart.
To promote it’s upcoming show The Flash, the network brought a S.T.A.R. Labs mobile unit on site, which gave guests a 3-D immersive experience of the show, including simulations on what it’s like to have super speed. The unit, which was parked next to the CW beach, traveled to additional cities, including Los Angeles.
Guests who visited the retailer’s tent had the opportunity to customize a Macy’s- and iHeartRadio-branded T-shirt, as well as the chance to win a prize by wearing the shirts throughout the day’s festivities.
Guests who received branded airbrush tattoos at the Jim Beam station served as walking advertisements for the brand as they roamed the iHeartRadio Village.
The spirits company attracted festivalgoers to its station with a carnival-like atmosphere that included attention-grabbing stilt walkers.
To engage attendees, Bacardi gave them the chance to win prizes by playing ring and Frisbee toss games.
The brand lured attendees with a sign that read, “Get your face on a gig poster.” Participants posed for a photo, which was then printed on a promotional concert-like poster featuring iHeartRadio and Matador logos.
