Last weekend I encountered a sponsored brand experience that was so powerful, I feel compelled to share. Not only did it highlight best-practice event marketing strategy and tactics, but it delivered such a core need and made so much sense that I ended up buying the product on the spot!
I was camping with my cousins outside of Philly over Labor Day weekend. Phones were dead, smores were roasting, and the moon was bright. During the day, we went to the Made in America music festival featuring Jay-Z, Skrillex, Pearl Jam and the likes. It’s not every day I hang out with my cousins, and I always find myself playing the role of content creator - compelled to capture the moment. You can imagine my horror when I pulled out my phone to snap a photo of my family dancing around to one of my favorite artists playing one of my favorite songs, only to find it was … completely dead. WOMP WOMP. I am all about living in the moment, but not having the power to capture it kills me!
Step # 1 - Identify the need
Apparently not having power at a festival is fairly common. So common, in fact, that Duracell identified the opportunity to authentically, conveniently, and strategically add REAL value to the festival experience by providing unlimited and free access to power. At an all day festival, attendees need power. Period.
Step # 2 - Deliver the solution
Duracell designed “Power Stations” featuring and powered by the Duracell Powermat, located at key locations throughout the event. Step right up, charge your phone, and cool off in the air-conditioned tent. Everyone passing through leaves with a deep, memorable, and talkable experience with the Duracell Powermat. Through the sponsored activation, the product literally enabled and enhanced my overall experience. And not just my ability-to-capture-content… it’s everything. The festival. The weekend with family. I documented it all - my favorite thing to do - because Duracell was there for me. They had my back, anticipated a problem I would have, and solved everything in advance… placing their product at the core.
Step # 3 - Cha’ching
I’m a heavy content creator, and 10-15 minutes of charge-time in the tent wasn’t enough. Or at least it didn’t feel like enough when a lovely brand ambassador casually mentioned I could buy the Powermat package on the spot, including a pre-charged portable battery with hours of added life. Game over! I’m in. What’s that? The portable battery or the whole package? Give me the works - I love this thing right now! *Swipe* and I’m on my way to meet my cousins, so pumped about everything that I have to share it! #EarnedMediaPlanning
Wait - what? I just bought a new cell phone power solution that fundamentally changes my daily routine and requires me to ditch the phone case that I rather like? For $100?!! At a music festival in the pouring rain? That makes absolutely no sense.
But in the moment, it did. I told my friends. And four days later, I’m all set up with the Powermat on my desk at work. I think I need another one for my apartment. It’s now part of my life.
And just like that, they got me.
Written by David Yarus, Marketing Manager