Festivals & Fan Cons

At this summer’s Lollapalooza music festival, long-time sponsor adidas boosted its visibility by propping a 16-foot by 30-foot branded shoebox constructed out of shipping containers next to the stage it sponsored. The activation was live in Chicago’s Grant Park from Aug. 6 to 8, and is part of an integrated campaign for the launch of its new product MEGA, a shoe that combines some of the best features from the brand’s past shoes and “supersizes” them into one product.

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.