Driving trial with the Summer Edition LTD cocktail and limited edition branded festival cup
Non-stop dance party at the Summer Oasis
Endless photo opportunities at the Summer Oasis
Pre-event set up: Summer Oasis with two illusion pools, inflatables and wrap around wood decks

Sunset Music Festival Activation:

BACKGROUND

Red Bull capitalized on its partnership with Sunset Music Festival by launching Beach Breeze Summer Edition LTO to drive trial and strengthen brand awareness among 18–24-year-olds. The objective was to design an engaging pop-up activation at the heart of the festival that could uniquely increase trial and awareness.

EXECUTION

  • The Red Bull Summer Oasis provided an unexpected way to engage consumers. Two illusion pools, surrounded by decks, and a blend of dancehall reggae and hip-hop, offered a refreshing escape from the intense electronic dance music of the main stages.

  • Summer Oasis highlighted Beach Breeze through signature cocktails and exclusive co-branded festival cups.

  • The immersive experience let consumers recharge, connect with friends, enjoy cocktails, and capture memorable photos.

RESULTS 

• 31% sales increase vs PY
• 18k cans sampled

 

ROLE

Brand Strategy
Campaign Development 
Content Creation
Experience Design
Experiential Activation
Sampling

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