The overall footprint at Citi Field included four stages, a circular layout and shorter walks between musical acts. Attendees lounged on sectioned turf areas of the footprint.
Festivalgoers line up for a photo op with Lady Liberty, one of several large installations and graffiti-inspired art pieces.
In the over-21 area, Aperol Spritz activated a space featuring its signature bright orange hue, copious greenery and multiple photo ops, including an orange swing set. Attendees who posted a photo and tagged the brand on social media were given swag including a fan or sweatband.
Aperol Spritz drinks were served out of a mini orange truck that doubled as a bar cart.
In addition to serving drinks at numerous locations across the festival grounds, Babe wine parked its Babe Bus at a bus station activation. Attendees first went to a ticket booth, wrote down their names, emails and phone numbers on the ticket, and then received a token to place into hot pink-colored gumball machines filled with prizes like Hello Babe hats, stickers, pins and fake tattoos.
Festivalgoers also queued up to go inside the Babe Bus itself, which featured several neon-lit photo ops and a plush, pink-colored interior.
The theme of Bacardi’s colorful Caribbean-inspired build was its Do What Moves You tagline. The first 250 interested attendees could sign up for the Bacardi Shakers Club using a QR code to receive a movement-tracking bracelet that recorded their steps (and dance moves) at the festival. The higher total number of steps, the better the prize. Gifts ranged from branded socks and disposable cameras on the low tier (10,000 steps) to Beats Studio Buds and a personal party limo ride at the high end (20,000 steps).
Other touchpoints at Casa Bacardi included a palm tree ring toss, bar serving tropical drinks, New York City subway photo op and bracelet-making station.
Twice a day, New York City-based street dance performers entertained attendees at Casa Bacardi’s subway photo op.
Bud Light once again offered its Stitch Shop, which customized merch for purchase and offered more intimate performances from live acts on a smaller stage.
A newcomer to the Governors Ball scene, cryptocurrency platform Coinbase popped up an art gallery featuring NFTs of past Governors Ball festivals in celebration of the event’s 10-year anniversary. In addition to the eight on display in the structure’s first level, which festivalgoers could purchase using a QR code (and with cryptocurrency if they so desired), new NFTs were created during this year’s fest. Attendees could also visit an infinity mirror photo op on the first floor.
On the second floor of the gallery was a lounge reserved exclusively for Coinbase users to enjoy snacks, water, charging stations, lounge seating and elevated views of the festival. Branded fanny packs could be customized with one of three popular cryptocurrency phrases: HODL, To The Moon or Diamond Hands. In addition, one free, limited-addition Coinbase NFT was given out to users daily.
Grubhub activated its Refueling Station, a pared-down version of the build it brought to Lollapalooza earlier this summer. Touchpoints included a station with food-themed temporary tattoos (like French fries, pizza and burgers), a photo op featuring a wall of stuffed foods, phone charging stations and the option to have festival eats delivered straight to the Grubhub tent.
Honda offered free, spray-on tattoos (showcasing one of three Governors Ball-themed designs), and also a Plinko prize drop gifting fanny packs, festival bandanas, sunglasses and chapstick in exchange for registering online with a QR code. Attendees could also pose for photos with a blue Honda Civic Hatchback and rainbow-colored backdrop.
A small JuneShine station served hard kombucha and gave away branded swag.
Stylists for haircare brand OGX offered attendees one of four different festival hair looks: dutch braids, space buns, bubble pony or side braid, with the option to add charms, glitter or spray-in color.
To access Red Bull Sky Seats, one of the most elevated viewing platforms at the festival, attendees purchased a can of Red Bull and then reserved a 15-minute timeslot.
The Tito’s footprint featured many of the same touchpoints it offered at Lollapalooza: the Tito’s shack, oversized Jenga, custom dog tags and Plinko swag station.
Verizon showcased the power of 5G with an autonomous retail activation. Attendees inserted their credit cards into a slot located at the building’s exterior before entering the space and shopping for merchandise. Created by automated retail technology company AiFi, the program uses 16 different cameras to track consumers’ movements and register purchases without having to use a physical checkout.
Inside the autonomous Verizon shop, festivalgoers could purchase Governors Ball merch including hats, t-shirts and hoodies.
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