Life is Good Festival Offers Fans Message of Optimism
Life is Good and its message of optimism has earned a large and loyal fan base. But the clothing retailer was starting to lose touch with younger audiences, so to reinvigorate its brand and connect with its next wave of fans, it turned to a fully ownable event that matched its values. And what better way to reach young people than with a festival?
The Life is Good Festival took place over two days at Prowse Farm in Canton, MA, and featured three stages of music talent for kids and adults including Jack Johnson, Hall & Oats and The Roots, Yo Gabba Gabba! Live! and Recess Monkey (a little something for everyone). There were more than 20 interactive areas from Sack Races to Disc Golf to a Martin Guitar Jam Tent.
Anchoring the festival was a fund-raising component (Life is Good donates 10 percent of its sales to its Playmakers nonprofit). By purchasing a ticket, consumers could become fund-raisers through an online platform, spreading awareness through their social channels. Those who reached certain thresholds received exclusive VGP benefits (as opposed to VIP benefits, this stood for Very Good People) such as backstage access, preferred concert viewing areas, and access to the Chill Zone, which offered free massages, artist meet-and-greets and private acoustic performances.
Life is Good leveraged this model to create a platform that engaged dozens of retailers and partners and this year had more than 15 other complementary brands on-site. The brand found its message reached 30,000 attendees, 70 percent of which were young adults. Additionally, the festival raised more than $1 million for the Playmakers.