RITAS
Pride Fest Marketing Activation
RITAS invites people to express themselves at New York PrideFest
RITAS, the original margarita in a can brand, brought their life’s-a-party vibes to New York Pride Fest with a self-expression twist.
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.
25,000+ impression, 12,500+ engagements, wonderful social content
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 activation resonated?
Expression
People love to express themselves, and allowing people to do so makes it personal, memorable experience.
Small but Mighty
Transformed a relatively small space 20' x 10' space into a two-part immersive brand activation experience
Authentic
Complimented their 'life's-a-party attitude' positioning, the brand didn't put pretend to be something it wasn't
If you're seeking Pride festival marketing ideas, strategies, and activations true to your brand, ALT TERRAIN is here to help!
