Primark delights people at Curlfest, a natural beauty festival, with a series of brand experiences
The creative event activation enhanced 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
