It takes more than run-of-the-mill festival ingredients to inspire the experience-hungry audience at music festivals with spontaneous moments of fun and ensure lasting brand activation. We developed an innovative and playful activation for the tobacco brand John Player Special, which clearly stood out from the competition thanks to an out-of-the-box strategy and detailed 360° implementation.
Instead of a classic festival stand, we opted for a decentralized hub that translated the JPS claim “Let the Players Play” into playful modules. Highlights included a gaming touchpoint with a jeep, a chain carousel for lift-off and the world’s largest record player including a music quiz, which was designed and built in-house by JOKE. The three JPS players – gamer girl METHA, music entertainer DIE JANE and bird man VICTOR – provided interactive entertainment highlights, visual accents and a party vibes at five festivals. With LED dresses, disco ball outfits and XL wings, they were perfect social media content generators that extending live moments into the digital space.
The result: a strong positioning in the minds of the festival audience, increased brand awareness through brand-aligned touchpoints, exciting live interaction and attractive digital content. This creative brand activation perfectly combines entertainment, staging and content to engage the target group over the long term.
Looking for an extraordinary festival activation? Then feel free to contact our festival guru Arne!
Intro photo: HYPEUP
