Last week we gave you five of our favourite brand activations from some of the UK’s biggest festivals. This week we’re giving you five more, including a couple of unique city-based activations.
6. Virgin Trains, No.6 Festival 2015
This clever activation from 2015 started nine months before Festival No.6 even took place. Virgin Trains targeted festival-goers planning to travel to the festival using public transport and offered them exclusive priority fares on Virgin Trains services, which was an industry first. On the day of travel, they ran the No.6 Express – an exclusive train for festival goers from Crewe to Bangor featuring live entertainment, face painting and a bar.
Within the festival, Virgin created the ‘Virgin Trains Village Limits’, a suspended dance floor hidden deep in the woods, with a line-up of renowned DJs including Jon Da Silva and Bondax. The huge success and ingenuity of the activation led to them winning Best Brand Activation at the UK Festival Awards 2015.
More info: http://bit.ly/virgintrainsno6.
7. Bulmers #LiveColourful Bar, Shoreditch 2015
The Bulmers #LiveColourful Bar wasn’t strictly a festival activation, but as the first black-and-white bar ever created, we thought it deserved a mention. Open for only two days in July , this pop-up bar attracted a huge amount of interest and intrigue from trendy East Londoners, wanting to try something completely new. The concept was created to promote Bulmers’ ‘vibrant and colourful range of flavours’, by creating an environment in which the drinks (and guests) were the only source of colour.
Inside, every part of the bar was transformed into monochrome, including the furniture, décor and food. That meant black and white popcorn, monochrome cupcakes and black tortillas with sour cream. Even the bar staff were given monochrome transformations, with grey airbrush facepaint and black wigs. In total, the bar took over four months to plan, with help from designers and film industry experts. With the success of this pop-up, perhaps we’ll be seeing black and white bars appearing at festivals soon…
More info: http://bit.ly/BulmersBW.
8. Jägermeister Unearthed, 2015
Last year Jägermeister brought ‘Jägermeister Unearthed’ to the UK festival circuit, in the form of the Jägerhaus – its biggest ever festival activation. The Jägerhaus comprised of four rooms, which transformed between night and day, revealing secret rooms and passages. The entrance tunnel greeted festival goers with a mist comprised of some of the 56 herbs and spices in Jägermeister.
The stage inside hosted some of the hottest new DJs and bands including TOY, Boxed In, Murkage and Telegram, to name but a few. The house contained several bars showcasing the brand’s Ice Cold Shot, Root56 and Jägermeister Spice and Cola. After launching at Field Day in Victoria Park, the ‘haus’ went on to tour Boomtown, Kendall Calling, BoomTown and Bestival amongst others.
More info: http://bit.ly/jagerhs.Jägermeister Jägerhaus Jägerhaus DJs
9. Cineworld Cinema, V Festival 2013
Back in 2013, Cineworld brought a pop-up cinema in a shipping container to the VIP hospitality enclosure at V Festival. The container itself was converted to house a screen, as well as 40 huge beanbags, blankets, classic cinema snack and beverages.
The film screened a variety of films over the weekend, including an exclusive preview of the Linda Boreman biopic, Lovelace. Guests were even served sausage and egg muffins to accompany The Hangover screening on the Sunday morning.
More info: http://bit.ly/cinevfest.Cineworld pop-up
10. Lipton Rise & Slide, Kings Cross Station 2015
This activation from Lipton Iced Tea wasn’t actually from a festival, but we love it anyway. The Rise & Slide activation was part of their ‘Be a Daybreaker’ campaign, running throughout last summer, encouraging people to take a break from their usual daytime routines.
Rise & Slide consisted of a 100-metre inflatable water slide running through Kings Cross, complete with inflatable rubber rings and samples to enjoy. The campaign also offered Londoners a chance to win tickets to a range of events across the city.
More info: http://bit.ly/liptonslide.
If you’re thinking of creating an activation for your brand, contact our sister agency, Equals.
That’s a wrap! What are your favourite brand activations? Let us know in the comments below.
Event: Five of the best summer festival activations – http://bit.ly/1qtY4kt
BeatSwitch: 5 Awesome Festival Brand Activations – http://bit.ly/1Sb9n8L
Event: Sector Insight: Media brands and their use of experiential – http://bit.ly/1qLe5mE