Esquire Network activated its first-ever music festival sponsorship at this summer’s Outside Lands festival in San Francisco, which ran August 8 to 10. The “Sip & Shave” activation, as it was called, was designed to bring a bit of the brand’s exclusive, premium feel into the festival atmosphere while providing a moment of luxury for men at the event.
Sip & Shave offered festival attendees free old-school straight razor shaves, specialty cocktails, haircuts and a chance to meet Esquire Network stars Jay Larson and Sean Patton from “Best Bars in America,” and chefs Naomi Pomeroy and Kris Morningstar from “Knife Fight.” Outside Lands is an unusual animal in the music festival world. It could be described as a cross between Lollapalooza and Burning Man, with its interactive art installations interspersed with branded lifestyle entertainment and music. This was all part and parcel of Esquire’s mission for the sponsorship, according to Deena Stern, svp-marketing and digital at Esquire Network.
The footprint was located near the main stage, so guests could have a cool drink, enjoy a hot towel shave, charge up their phones and groove to the sweet beats all at the same time. The brand also tapped into social channels on YouTube, Facebook and Twitter to extend the activation’s reach and promote its programming and stars.
“Outside Lands represents a great mix of music, cocktails and cuisine, which is Esquire Network’s home base,” says Stern. “Our audience enjoys sharing experiences with friends. This activation provided an opportunity for them to get to know us while we gave them that kind of exclusive experience.”
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