Our client, Topo Chico, challenged us to immerse festivalgoers in the world of Topo Chico at Creamfields South, encouraging them to sample their Hard Seltzers through purchase and sharing their experience via social media.
To appeal to the target audience of 18 to 30-year-olds, we decided to harness the power of social media by creating an Insta-worthy bar at Creamfields South. It had two main photo opportunities: a swing seat with an atmospheric south-of-the-border backdrop and oversized Topo Chico branding alongside a Creamfields South backdrop.
Our specially selected team of Brand Ambassadors encouraged festivalgoers to take photos and share by tagging @topochicohs on Instagram. Those who uploaded their photos entered the chance to receive limited edition giveaways (caps, sunglasses, and RFID card holders), which we used to spread brand awareness and love.
Activating at Creamfields, our bar site took advantage of nearby increased footfall from walkways offering more opportunities to engage consumers. In addition, we were the only bar at the festival that provided somewhere to sit and relax, so having lots of seating and poser tables helped keep groups at the stand longer as it gave them somewhere to relax and refresh. On average, festivalgoers spent 30 minutes at the bar with friends, fully immersing themselves in the Topo Chico world.
The giveaways helped to increase brand presence around the festival as people wore the limited-edition caps and sunglasses while roaming the arena, spreading brand love and awareness at the festival and beyond.