Execute a custom 3-story, 21-foot tall bar fabrication to stand out at the busy festival. A building of this magnitude would drive consumer engagement, further brand awareness, increase product knowledge and compel sampling.
Our challenge was to activate a custom fabrication for Hendrick's Gin during Music City Food & Wine Festival in Nashville, Tennessee. The challenge was to educate attendees on gin and drive consumers to taste the product.
Hendrick's Gin had a spectacular custom activation that was not only eye-catching, but it also received additional press coverage outside of the festival media.
The activation created curiosity and drove foot traffic, creating consumer engagement, social posting, brand awareness and product knowledge & sampling. 60% of consumers that engaged with the bar had never tried gin before the festival and were unaware of the recipes and speciality drinks that could be created with Hendrick’s Gin.
The activation quickly became one of the most talked about brands surrounding the festival.
4,169 total drinks sold over two days
49,000 people reached
45,000,000+ reached in marketing impressions