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Primark x Curlfest Experiential Marketing Activation – NYC

Curlfest Brand Experiential Marketing Creative Examples - NYC
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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

 

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