RITAS New York Pride Fest participation adds the celebration with an expressive brand activation
RITAS, the original margarita in a can brand, brought their life's-a-party vibes to New York Pride Fest
A 20' x 10' booth space, conceived and designed by the creative agency Fallon, hosted a participatory conversation wall and pop-up tent with giveaways
People were invited to express themselves on the 'Labels Don't Define Us -- We'll Never Apologize For Being' conversation wall with markers provided by brand ambassadors
As expected, people flocked to the wall and shared pictures of their contributions on Instagram
The conversation wall activation area included two spinning RITAS signs to enhanced noticeability in a busy environment
At the pop-up tent, people offered RITAS 'Take Pride In Who You Are' totes bags and t-shirts, creating a brand presence throughout the festival and in people's homes
What made this NYC Pride Fest booth activation particularly notable is the RITAS, and alcohol brand, forwent sampling while still being 100% on-brand
Why this Pride Fest initiative resonated?
1.) People love to express themselves, and allowing people to do so makes it personal, memorable experience
2.) Transformed a relatively small space 20' x 10' space into a two-part immersive brand activation experience
3.) Complimented their 'life's-a-party attitude' positioning, the brand didn't put pretend to be something it wasn't day in, day out
ALT TERRAIN helps agencies and brands produce pride festival activations throughout the country
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