A Vuka activation, conceived and run by me.
Festival activation · KAABOO Del Mar 2015
Vuka at KAABOOThe Magic Charging Garden.
Everyone at a festival needs two things: energy and a phone that works. So we gave them both.
The idea
Most brands at a festival hand you a can and move on. We wanted people to stay. KAABOO's crowd was grown up and stylish, exactly who Vuka was made for, so instead of a booth we built a garden: 40 by 60 feet of green, with a gigantic swing at its heart. A place to sit down, recharge your phone and recharge yourself with an ice cold Vuka.
What I did
The concept, the partnership and the experience, from the backlit bar to the brand ambassadors inviting people in. On a festival ground, dwell time is gold. People came in for a charge and stayed for the vibe.
The result
Our space averaged more than 10 minutes per visitor, and we sampled over 3,500 bottles across the event. It went so well that KAABOO signed Vuka for three more years, putting the brand in front of more than 150,000 festivalgoers each time.
The work
What I brought
- Concept
- Sponsorship
- Experiential design
- Sampling
- Brand ambassadors
- Social