At this year’s three-day Governors Ball music festival in New York, festivalgoers enjoyed plenty of sunshine (mixed with some rain), good tunes, and sponsored activations from new and returning brands. The eighth annual entertainment event, held June 1 to 3 on Randall’s Island and produced by Founders Entertainment, attracted roughly 150,000 fans with a lineup that included a range of musical performers such as Jack White, the Yeah Yeah Yeahs, Post Malone, Manchester Orchestra, Khalid, and the live debut of Silk City with Diplo and Mark Ronson.
This year, the fest was also live streamed across several outlets, including the DirecTV Now app, Twitter, and the AT&T website, as well as an evening broadcast on the AT&T Audience Network.
As for the sponsors, Miller Lite was back with its familiar beer garden setup, Tito’s downsized slightly, and Bacardi kept its Caribbean vibes and cocktail-filled coconuts.
Here’s a look at those activations and more from this year’s Governors Ball.
At the Bacardi Stage, performers including British band Wolf Alice, rapper Goldlink, Canadian rock band Japandroids, and Silk City with Diplo and Mark Ronson entertained the crowds.
Giant trees built by Founders Entertainment with balloon arrangements supplied by Katie Balloons sprouted up throughout the festival grounds.
The DirecTV Now activation, which was created by experiential agency Blue Revolver, featured an oversize boombox, along with an 80s-theme urban playground setting with tricycles, a basketball hoop, and funky graffiti.
Festivalgoers could play DJ inside the larger-than-life boombox and snap pics for social media.
At this year’s festival, Tito’s Handmade Vodka debuted its Love, Tito’s Festival Experience. Produced by New York-based experiential and digital agency the Participation Agency, the activation featured a digital time capsule where festivalgoers could make a video pledge for change that will be emailed to them a year from now. They could also learn about the brand’s charity initiative, which includes highlighting a different charity at each festival the brand attends throughout the year.
In addition to the Love, Tito’s activation, the vodka brand also parked an Airstream trailer bar featuring music and cocktails within the “Best Kept Secret” area.
Located next to the Bacardi Stage on the festival grounds, Bacardi Bay offered fans a tropical island-inspired oasis, produced by Hargrove, featuring specialty cocktails, hammocks, and views of the entire festival grounds from the two-story bar.
Festivalgoers could kick back in colorful day boats inside in the branded space.
At American Eagle’s inaugural Governors Ball, fans could pick up a free canvas tote with a custom screenprint design provided by Tour Print.
AEO Connected loyalty program members received access to the roof deck, which featured lounge chairs, charging stations, and giveaways.
On the second floor of the activation, which was produced by Shadow and Live Nation, card members could pick up festival essentials like sunscreen, hair ties, ponchos, and more.
State Farm engaged attendees with four different action stations as part of its Neighborhood of Good, including the Here to Help House where fans scored festival gear and the Music Education House where participants built ukuleles from kits. The instruments were donated to local school music education programs.
The Here to Help at Risk Youth space asked fans to write encouraging messages to at-risk youth. The note cards were placed in hygiene supply kits and donated to local nonprofits. Participants also received a stenciled tattoo. At the Here to Help Hunger House, participants assembled food kits of non-perishable items, which were then donated to local food banks. For each activity completed, festivalgoers earned pins that could be traded for branded swag. Following its debut at Governors Ball, the Neighborhood of Good, which was produced in conjunction with Live Nation, will be on site at Lollapalooza, Bonnaroo, Austin City Limits, Lake Shake, and other festivals.
At the Lay's tent, attendees could taste four different chip flavors and cast their votes for their favorite by scanning their festival wristbands at the corresponding station.
Similar to last year’s activation, the beer brand’s space, which was produced by MKG, featured picnic-style tables and a bar, along with free charging stations and Wi-Fi.
A new addition for this year was a Plinko-style game where visitors could score swag by using their empty, crushed cans as playing chips.
At the Kleenex Cabana, fans could freshen up with the brand’s new wet wipes, as well as get their faces painted.
Fans could pick up some M&M’s Caramel samples inside the candy brand's bright yellow dome. The empty wrappers could then be exchanged for festival swag, including sunglasses, fanny packs, and blankets.
The sparkling water’s branded lounge included seating, a balloon-adorned photo booth backdrop, free samples, and a ball pit for creating shareable gifs.
The hair brand Göt2b was on on site offering free styles like classic braids and funky knots to festivalgoers. ESP Camera was on hand to snap Polaroids of the finished ‘dos.
Once again this year, Citi cardmembers were able to link up their R.F.I.D. festival wristbands to their Citi credit and debit cards in advance. The wristbands served as a cashless payment device and also offered access to the Citi viewing deck. The elevated area provided a view of the main stage and a cashless bar. Live Nation produced the activation.
A greenery wall, which was created by B Floral and decorated with gold records, provided a backdrop for photo ops inside the viewing deck area.
For the fourth year in a row, Tequila Don Julio was on site, serving up craft cocktails via a 1967 vintage Airstream Speakeasy. And for the second year in a row, the tequila brand teamed up with restaurant review site Infatuation for the #AgaveAndEEEEEATS happy hour at the festival’s "Best Kept Secret" area. The space featured a swing set photo booth and the Tequila Don Julio vintage pick-up truck.
