Design a new experiential marketing platform and brand engagement strategy for Red Bull-sponsored music festivals, that elevates and enhances the fan experience and attracts a new demographic segment to the brand.
Dream big, start small. Dream big, start small. Design an experiential brand activation in the form of a new artist discovery stage. Invite underground DJs to perform atop a hotel rooftop overlooking the Forecastle Festival. Invite cutting edge curators, integrate innovative technologies, and invigorate the audience atop a scenic riverfront setting.
A hotel rooftop party burgeons into a main stage music festival attraction and experience marketing platform featuring national touring acts performing alongside regional trailblazers. A new audience discovered Forecastle Festival and became its fastest-growing segment, while Red Bull received an impactful experiential marketing platform to engage influencers, tastemakers, and early adopters.