PANDORA @ LANEWAY FESTIVAL
THE BRIEF
Conceptualise and deliver an activation to connect with the urban influential audience; communicate the Pandora offering; support an existing campaign (#first); and capture data for post event communications.
THE IDEA
Connect people with nostalgic music memories via a giant Pandora Boombox.
THE RESULT
There were 45,000 festival attendees, 1,853 emails captured, over 3,000 people through the photo booth & organic sharing of the Pandora Boombox activation online via the festival audiences’ social platforms.
At the 2016 Sydney, Melbourne & Auckland Laneway festivals, we built an iconic cultural throwback (a boombox) to trigger nostalgic musical memories.
The Pandora Boombox was a photo booth that let people relive their first ever gig – simply enter the boombox and dance to music from the artist on a giant LED dancefloor, then share your photo/GIF online.
Post event, the data captured was used to offer people a free trial of Pandora’s premium products.
We successfully executed the idea and managed the complex logistical task of activating at three festivals across two countries over three consecutive weekends.