If the creators of the activation don’t know what it’s like to attend a festival you’re running the risk of creating something that just doesn’t impress or solve a problem. It’s going to be really hot? Let’s get a brand to erect a shade structure, throw down some bean bags and hand out water. Guests checked-in with their RFID wristbands, rejoiced in the refreshing mist of the human car wash, and a photo of their experience was captured by a photographer.Įlectric Daisy Carnival and the DoLab stage at Coachella-which are two of the hottest festivals you’re likely to attend-also make great use of the subtle power of mist, though vitaminwater is the only branded experience that we’ve seen. Vitaminwater’s Human Car Wash was welcomed with open arms throughout the blistering heat on the busy July weekend at WayHome Music Festival in Canada. Clearly the people involved in v itaminwater’s Human Car Wash knew this simple bliss all too well… Summer festivals are hot and exhausting, so creating an activation which keeps fans chilled is always going to be a hit.Īnyone that has been lightly spritzed by a good samaritan’s mist bottle after spending a long, hot weekend trudging around a sweltering festival site will attest to just how refreshing this can be. Offer something with air conditioning.Sure you’re going to lose some people that don’t want to stand in line, but those that do will rave about the experience.
Do something cool with a limited capacity to build some hype.While waiting in lines for things like the bar or the bathroom is the scourge of the festival experience, waiting in line to enter a mysterious art dome created a sense of anticipation, and stoked the FOMO flames that burn brightly at festivals like Coachella. They partnered up with visual artist Android Jones to create an incredibly trippy projection mapped video onto the ceiling of the dome, while fans lay back on bean bags and cushions and blasted off into space. HP clearly acknowledge that they have become a company that many millennials associate with printers and fax machines, and they highlighted music festivals as a space to engage with a new demographic and showcase their creativity. This one was a particular hit at music festivals in 2016/2017, having a particularly strong presence at Goldenvoice’s festivals Coachella and Panorama.
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