The Ask: To activate Teva’s Bonnaroo sponsorship by providing multiple ways to engage with the brand.

The Answer: We had 3 separate areas of activation on the Bonnaroo grounds. The first was a tent for product sales. We promoted sales in the weeks leading up to ‘Roo so attendees would know we would be onsite. The space featured displays where guests could determine their size and choose from a select number of styles. Almost 200k worth of Tevas were sold.

The second area was in The Grind, which is a large existing structure that features a coffee shop. We turned the space into Teva DIY experience where guests could customize their Tevas. Attendees spent hours perfecting their one of a kind shoes. Additionally we had a stage where bands from the festival stopped in to perform shows. We also had a social currency station where guests could show their social posts in exchange for Teva swag.

The third space was a structure in the artists area. During certain times we had a gifting experience in the space and we also directed artists to The Grind to customize as well.