Building on the success of last year, Spur was briefed to deliver an activation that included both sampling and promotion elements that encouraged people to engage with the Coca Cola area throughout the festival.
We expanded our site from last year and created a three-tier hero cube structure. The structure included large LED screens so peope could relax and recharge without missing the on-stage action and creating photo opportunities in front of the convex mirror wall.
We elevated our prize giveaway component with a giant volume knob where consumers could spin to win merch and prize giveaways.
Sampling was a key component, getting an icy cold can in hands. We sampled 20,000 cans over the 2-day festival and introduced the Frozen Coke happy hour for the first time , giving away 3,600 frozen drinks in 4 hours.
