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VERY FASHIONABLE TENT

Challenge

Very wanted to establish themselves as THE official fashion partner at V Festival 2013, generating more passion around the brand, social content, celebrity endorsement and fan engagement.

Connect

Ear to the Ground invented the ‘ Very Trending Vending Machine’. Live consumer tweets triggered a piece of brand theatre that captured the values, ethos and style of the fashion retailer. After choosing and tweeting a festival ‘look’ – ‘grunge’, ‘Woodstock’ or ‘neon’ – models choreographed a pre-rehearsed move that gifted consumers with prizes. The ‘Very Trending Vending Machine’ was the central point of the wider campaign.

Interactive touch-points were added, providing festival goers with a ‘festival look’ style makeover and ‘brand stamping’. Photo booths and the ‘trend wall’ created a physical focal point for brand and fans to display their images.

For the brand and fans we also activated the V Festival’s VIP Louder Lounge, giving VIPs a more premium experience, using the same ‘Very Trending Vending Machine’ concept to engage guests in the area and gift exclusive Very merchandise.

Results

Over 55,000 festival fans engaged with the Very Fashionable Tent over three days. Activations in the main arena and Louder Lounge were a huge success with 2,500+ consumers engagements. Over 1,000 fans were gifted at Louder Lounge, receiving exclusive products and merchandise. Very succeeded in generating more passion around the brand, social content, celebrity endorsement and fan engagement through their festival partnership.

Over 500 select fans became Very’s makeover brand ambassadors, with 66% brand-stamped with the Very logo, showing massive commitment to┬áthe online retailer.

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