Governors Ball took place over the weekend of June 1st through June 3rd on Randall’s Island in New York City. Thousands of attendees made their way to the island for a weekend of music, food, and other fun activities. This year artists like Jack White, Travis Scott, Eminem, Halsey, Post Malone, N.E.R.D., and many others played across four stages over the course of three days. In addition to the diverse and energetic lineup of musical acts, there were quite a few brands present. From beauty bars to cool lounges to hangout, there were activations in every corner of the festival.
Kleenex set up their own cabana complete with full length mirrors, face and body paint so they could enhance their looks, and boxes of wipes hanging from the ceiling so guests could freshen up. They were also giving away ponchos, which were essential when it rained both Saturday and Sunday night, as well as sunglasses and packages of Kleenex Wet Wipes. Lays had a Flavor of the Festival area set up where attendees could scan their RFID wristbands in order to vote for their favorite flavor of chip and receive a bag to snack on. Honda not only hosted their own branded stage at the festival but they also constructed a giant viewing deck on the right hand side of it complete with cars on display. Those who entered could get airbrush tattoos, great views of the stage, buy a drink at the bar, and even leave their mark on the art wall. Citi gave festival goers a chance to elevate their festival experience at their viewing deck at the mainstage. Cardmembers who registered their wristbands not only received access to this exclusive area but they also received $5 off their first purchase on site. On Saturday a select group of 100 cardmembers were even treated to a secret set by Diplo in the viewing deck for 30 minutes.
The Best Kept Secret is an exclusive 21+ area of the festival where patrons can relax, play giant games of jenga, and sip on craft cocktails. It is also a space where alcohol brands like Don Julio and Tito’s Handmade Vodka competed with eye catching vending set ups to attract attendees to their designated areas. Don Julio paired up with The Infatuation to host a special “Agave and EEEEEATS” experience featuring a light blue truck from 1942 and swings that attendees could create their own custom GIF with. They were serving up their special craft cocktail, the Don Julio Paloma which is a mix of sparkling grapefruit soda, a lime squeeze, and Don Julio Blanco. In another corner of the area was Tito’s airstream serving up Bloody Mary’s during the early hours of the festival and it’s signature cocktail, the Pablo Honey featuring freshly squeezed lemonade, honey liqueur and a splash of ginger beer garnished with a fresh rosemary sprig.
What stood out in particular about Tito’s activation was that it combined entertainment and brand awareness with a charitable cause. The company has been at the festival since 2014 but this year they launched their first ever Love, Tito’s Festival Experience. The Love, Tito’s program has been around since 2017 but this is the Governor’s Ball is the first event that it has debuted as as a full activation. The initiative has the mission to “Turn Spirits into Love & Goodness in our Communities.” Every event will feature craft cocktails, activities, and a new charity highlighted. At Governors Ball they focused on their partnership with Musicians on Call (MOC). MOC is a non profit that works to bring live music to hospital patients. Over the years they have brought Bruce Springsteen, Kelly Clarkson, Lady Antebellum, Justin Timberlake, Ed Sheeran, and many more to the bedside of those in need of a little joy. Since their founding in 1999, they have had volunteers play for over half a million people across the country in all sorts of facilities including children and VA hospitals.
“Musicians On Call is excited to partner with Tito’s for the new Love, Tito’s Experience,” said Pete Griffin, Musicians On Call president. “We’re looking forward to connecting with music lovers and building our network of champions who can help us expand our reach, allowing us to share the healing power of music with more hospital patients across the country.”
There was a giant game of Plinko (a game where you drop a chip down board with pegs) that for every participant Tito’s pledged to donate $1 (up to $10,000). Those who played also got either a Tito’s branded bandana or sunglasses, essential accessories at a festival. Not only did a worthy charity benefit, but festival goers got to engage with the brand in a unique way and walk away with some useful swag. There was also an area where one could record a digital time capsule with a message about how they wish to make a change in the world. The video will then be emailed to them a year later.
“At Tito’s, we believe that we’re meant to make the world a better place,” said Zack Flores, Director of Programs at Tito’s Handmade Vodka. “Our goal with the Love, Tito’s Activation is to highlight organizations that are changing the world and encourage fans to do so in their own communities.”
In addition to focusing on the MOC organization the activation at Governors Ball also highlighted their Vodka for Dog People campaign as well. There was an interactive board where participants could wrap a string around which name they thought belonged to the dog who inspired the whole program. One the board was also the vision statement for the whole initiative “to unite our friends, fans, partners to better the lives of their families far and wide.” The overall hope with the activation is not only that participants enjoy the a Tito’s Handmade Vodka cocktail, but that they will be inspired to give back more. The Love, Tito’s experience not only represents an interactive and attention grabbing activation but also an emerging trend on driving consumer interaction through social awareness issues.
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