Sunset Music Festival Activation:
BACKGROUND
Red Bull saw the opportunity to leverage their partnership with Sunset Music Festival with the launch of Beach Breeze Summer Edition LTO to drive trial and increase brand awareness with the 18 – 24-year-old consumer. The ask was to create an engaging pop-up brand activation in the middle of the festival that would provide the opportunity to drive the trial and awareness uniquely.
EXECUTION
The Red Bull Summer Oasis was the perfect solution to surprise and connect with consumers. The two illusion pools with wrap-around decks and the mix of dance hall Reggae and hip-hop provided a welcomed retreat from the pounding electronic dance music on the main stages.
The Summer Oasis showcased Beach Breeze through signature cocktails and limited-edition co-branded festival cups.
The immersive consumer experience provided a fun opportunity to re-energize, hang with friends, enjoy a cocktail, and snap a few sharable photos.
RESULTS
• 31% sales increase vs PY
• 18k cans sampled
ROLE
Brand Strategy
Campaign Development
Content Creation
Experience Design
Experiential Activation
Sampling