The Challenge: Develop a comprehensive activation plan with umbrella messaging and creative, to position Synchrony Financial as a caring employer and to drive brand awareness, social media and audience engagement through multiple touch-points at 2 activation areas at the KAABOO music festival.
The Execution: To highlight and drive overall SYF brand awareness, we produced (2) activation sites with multiple consumer engagements that tied together the overall brand experience. The BOOMBOX area featured live screen printing of custom bandanas, a mural painted by artist Lola Blu, a gallery with autographed instruments, and a hangout lounge complete with an interactive vote string art piece. The BOOMBOX area also included a DJ zone where guests had an opportunity to learn some DJ techniques alongside the Guitar Center team and Pioneer reps. Our second activation site featured a live picture mosaic made of festival goers’ hash tagged photos which came to life over the three day festival. Brand ambassadors were placed in each of the activation sites to add a touch point as consumers made their way through each engagement.
The Results: 6,912 hash tagged mosaic photos, 3,000 live screen printed custom bandanas and 299 interactive votes