Festivals & Fan Cons

Sony Computer Entertainment America leveraged its first-ever sponsorship of The Bamboozle Festival—a two-day alternative music festival at the Meadowlands Sports Complex in East Rutherford NJ—this weekend with a variety of activations surrounding its PlayStation brand.

“The consumer there is very young creative and forward-thinking ” Donna Armentor senior manager-lifestyle alliances and consumer events at PlayStation told Buzz. “It’s a great match for the PlayStation brand.”

At Chicago’s Lollapalooza music festival held in Grant Park Aug. 1-3 title sponsor AT&T activated with an interactive experience showcasing its products and was the wireless sponsor of Mindfield an area designed to enhance the concert experience with interactive games and activities.

At the Minnesota State Fair friendly folks of all ages strolled along taking in the treasures of an all-American fair—the second largest in the nation after Texas. With food on a stick in hand (anything your sick mind can conjure up they have it on a stick) and the wholesome sounds of Richard Marx (Midwest native son) carried in the breeze the heartland seemed to march to the sound of a slower drumbeat. We on the other hand had to pick up the pace to bring you the best brand experiences. Like hearty Midwestern farmers if brands sowed there was plenty to reap.

Delta Air Lines made a smooth connection with the 22 000 attendees of the Food Network New York City Wine & Food Festival which took place Oct. 9-12. The event featured celebrity chefs such as Rachael Ray and Bobby Flay seminars and panel discussions food demonstrations cooking classes tasting parties and entertainment.

For Delta the four-day wine-and-food fest offered a chance to tout its customer service in-flight experience and destinations at its Delta SKY360 New York lounge at the Grand Tasting and via unique transportation amenities throughout the weekend.

DaimlerChrysler invited 120 consumers to the State Fair of Texas in Dallas to wade through 14 000 gallons of mud for the chance to win a 2007 Jeep Wrangler Unlimited. “It was big fun and a little bit messy ” Carrie McElwee the brand’s senior manager-marketing p.r. told Buzz. “We thought it was the perfect venue to bring consumers to… [and] to prove how muddy they were willing to get to win.” More than 2 500 consumers signed up to participate on a microsite created for the Sept. 29 challenge.