This year Live Nation were excited to welcome Utilita Energy as the exclusive gas and electricity partner. Utilizing their exposure to a music-driven audience for the first time ever, the partnership sought to create rewarding and engaging experiences, and provide fans with an opportunity to connect with the brand.
The larger than life ‘Power Tree’ activation, produced by Live Nation Experiential, provided festival-goers with the opportunity to ‘power-up’ their festival experience at Parklife, TRNSMT, Virgin V Festival & Bestival in many ways. The highly conceptual build integrated multiple touch-points such as:
•A DJ - playing old school club classics.
•Gif booth – capturing festival moments, displayed on a festival co-branded template. All uploaded to social media.
•Phone charging – phone chargers all connected to the actual tree branches!
•Brand Ambassadors – All on-hand to guide festival-goers through the experience, as well answer questions on the Utilita brand.
1953 gifs taken across 3 festivals, 2.7k wifi connections, The tree powered 105GB of internet to users, the success of the ambitious tree meant a further activation outing to Bestival, over 131k views on the TRNSMT Power Tree preview video alone, over 20 DJs electrifying revelers moods and dance moves whilst they powered their phones, above average brand engagement across festivals
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