Primark delights people at Curlfest, the premier natural beauty festival
The goal was creative event activation to enhance people's experience at the festival.
Stylists started conversations with people about their personal style, and how fashion is a form of self-expression.
Brand ambassadors informed people about the prize wheel giveaways consisting of Primark items and gift cards.
The highlight of the brand activation was the opportunity to pose with a larger-than-life 'What do you celebrate?' cake installation.
The experiential walk-up-into cake installation invited people to express what in their life is worth celebrating with fabricated signs, whiteboards to draw on, and hand-held props to personalize the experience.
Knowing how hot summer festivals can be, Primark activated a misting fan station inside the tent, offering people a way to cool down and recharge.
All of the Primark experiences symbiotically existed within a 20' x 20' event space.
Primark leveraged their festival participation before, during, and after the social event to drive traffic to their retail locations.
Why was this festival marketing strategy impactful?
1.) Activation elements enhanced people's experience at Curlfest
2.) Aligned the fashion retailer with pride and self-expression
3.) Gift cards incentivized people to visit their NYC locations
4.) Reached tens of thousands of people at the event, and even more via social media
If you want to make your festival activation the most visited and embraced, just get in touch for insights, ideas, and rates.