Earlier this month, Performance Research had the opportunity to attend a large music festival just outside Denver, Colorado. Drawing 50 musical acts and tens of thousands of their biggest fans, this event was geared up to be one of the biggest concert events of the summer.
While we set out to do our research, we could not help but notice all the activations that were present at the event. While we do have mixed results about some brands, one company really nailed their promotion on the head – based on fan demographic and atmosphere.
This company, with seemingly the most pull into their activation area, was First Bank of Colorado. First Bank had set up a small activation site underneath a white canopy tent. While unassuming to the passerby, word spread quickly of why you have to “find the First Bank tent!” First bank had their employees working at the event site, and upon your entrance they would offer you a pair of hip (even while branded w/ their logo) sunglasses. Before they knew it, people all over the festival were asking “Where did you get those sunglasses?”, followed by an answer that directed people to their site. Not only did First Bank provide a freebie that was fashionable and functional at the event which they were sponsoring, they generated high visibility and brand exposure for themselves. It would be nice to know how many people at the event had never heard of First Bank before and all the sudden found them self in search of the sponsors tent.