Last year Bestival saw Guitar Hero partner with agency Sense to create a rock star installation known as ‘The Amp’. The two-storey immersive installation allowed festival-goers to try out Guitar Hero’s new game ahead of its release in the UK. Scouts were on standby to pick out potential talent and invite them to the VIP backstage area.
Virgin Trains
Winner of ‘The Brand Activation Award’ at the 2015 UK Festival Awards, Virgin Trains created a party train to commute festival-goers to and from Festival No. 6 in Wales. The ‘Virgin Trains No. 6 Express’ had live music, free cocktails and glitter face paint aimed to reduce the pain of festival travelling. In the festival itself, Virgin Trains set up ‘The Village Limits’ music space. This was comprised of a floating dance floor on a lake and DJs performing from a specially crafted booth within a pagoda.
Rimmel London partnered with Elle Magazine to launch their 24 hour super curler mascara at Bestival 2015. They created a beauty cupboard offering festival make-overs and giveaways. Make-overs were by appointment only and the recipient could choose from four different festival looks given by professional make-up artists. This was the most popular band activation at Bestival in 2015 according to The House of Bestival.
Laurent-Perrier aimed to create a talking point at Wilderness Festival in 2015 through a unique 1920s-themed venue. Laurent-Perrier Orangery presented a space which encouraged guests to unwind and socialise whilst drinking champagne. Champagne Charlie delivered evening entertainment courtesy of The Candlelight Club which included flapper girls, burlesque performers and a house band. A postal service offered guests the opportunity to purchase bottles of Laurent-Perrier champagne to enjoy at a later date.
In 2015 Jägermeister brought the Jägerhaus to six different UK festivals. The £1 million installation was created in collaboration with agency Frukt. Focusing on their target audience, 24-35 year old men, the Jägerhaus was initially designed as a music venue showcasing recently-discovered artists, DJs and bands. The addition of interactive elements such as The Entrance Tunnel’s sensory mist made up of some of the 56 herbs and spices used to create Jägermeister, and several bars located around the venue encouraged guests to try the different varieties of Jägermeister on offer.
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