LG LaundROO Lounge
When you think about summer music festivals—especially those glorious, camping-in-the-middle-of-nowhere gatherings like Bonnaroo—among all the beautiful things that come to mind, clean clothes are not exactly at the top of the list. But this year on The Farm, LG Electronics has arrived to flip the script with the LaundROO Lounge.
LG—whose founding location (middle Tennessee) and catch phrase (“Life’s Good”) make them a pretty perfect match for Bonnaroo—offered the first-ever LaundROO Lounge at this year’s festival, providing Bonnarovians the opportunity to “refresh their style, as well as their mind and body.”
The LaundROO Lounge offered a complimentary wash’n’fold laundry service for festival-goers who love Bonnaroo’s music and camping but maybe not so much the waking up and putting on clothes covered in dust from an especially rowdy late-night dance party. The lounge was outfitted with 50 LG washing machines and dryers, plus some LG Styler steam clothing care systems.
Along with some much sought-after air conditioning, the lounge also featured interactive gaming stations with LG OLED televisions, a fun photo booth opportunity, and an outdoor patio area.
Vintage Clothing Swap
In addition to the complimentary wash’n’fold service, LG teamed up with vintage shop What Goes Around Comes Around and brought 2,500 pieces of clothing to The Farm as part of a vintage clothing swap throughout the weekend. Fashion-conscious Bonnaroovians (or those looking to improve their look) stopped by the LG LaundROOLounge to visit with onsite stylists, try on some of the clothing and even walk out with some new duds, while leaving their own clothes to be cleaned, dried and put on the clothing swap racks to ensure a never-ending supply of clothes for festival-goers. Clothes left after Sunday were donated to a local festival partner.
The Oasis at Bacardi Bay
BACARDI brought the beach back to Bonnaroo for its second year with The Oasis at BACARDI Bay. The massive sand filled footprint directly across from The Other Stage allowed fans a place to enjoy a refreshing BACARDI cocktail served in a coconut, play some volleyball, or rest in one of the hammocks or island boats. This year, fans could also tie dye a custom branded BACARDI bandana, as well as earn themselves a colorful fanny pack – both essential items to Bonnaroovians! To integrate even further into the Bonnaroo culture, BACARDI developed a custom BACARDI cocktail special to the festival called “THAT BACARDI DRINK”. For those who haven’t attended the festival, this is world play on the stage names that are all called, WHAT, WHICH, THAT, and THIS stage. Lastly, BACARDI got additional exposure within the mobile app by presenting the scheduler this year which provided them a static banner promoting the OASIS all weekend.
Bacardi Rum Rooms – Artist Bars
BACARDI introduced two side by side premium artist bars within the popular Bonnaroo artist lounge. Four exclusive BACARDI cocktails including THAT BACARDI drink were served to artists and industry folks all weekend long.
Roo-Run x Asics
ASICS proudly presented the Bonnaroo Roo-Run for the first time this year! Sponsoring the Roo-Run (a 5K race) was a natural fit for ASICS who are the leading running footwear. Festival goers who participated in the Roo-Run had a chance at winning an incredible ASICS prize pack if they placed 1st, 2nd, 3rd, or had the best costume. Charlie Engle, an accomplished ultra marathon runner, served as the MC/Grand Marshall for the event and was outfitted in ASCIS gear plus gave ASICS numerous shout outs prior to the race. Post festival, ASICS is offering participants of the Roo-Run a 2 month free subscription to their ASICS Studio app to help them continue to track their runs after Bonnaroo.
Asics Tent at The Well
ASICS also activated within the new Well(ness) Plaza within the campgrounds to connect with Bonnaroovians thirst of body and mind with healthy and mindful activities galore. ASICS, which stands for a sound mind in a sound body, brought the colorful ASICS tent to The Well, where fans could receive a custom Sound Mind, Sound Body ASICS bandana + brought in meditation experts to get Bonnaroovians into the zone.
Flavor of the Fest
Lay’s made their debut at Bonnaroo, and asked fan’s to help choose the “Flavor of the Fest”. Live Nation and the brand provided four chip flavors for fans to taste. This concept enhanced the brand purpose of giving people the freedom of choice, and making life more flavorful.
Fans sampled Lay’s flavors (Classic, BBQ, Flamin’ Hot and Limón), and were encouraged to take a photo with the icon that best represented their favorite flavor. Using RFID technology in their wristbands, fans voted for their favorite flavor, where a live feed of the votes per day were on display for all to see. Each night the festival came to an end, and Lay’s provided hungry fans with exit samples to enjoy on their way to their camp site.
Closing out the festival weekend the fans made their choice, and BBQ was crowned the “Flavor of the Fest”!
General Mills made its festival debut at Bonnaroo and boy did they satisfy fan cravings! LÄRABAR, Nature Valley, Old El Paso and Totino’s all represented General Mills by offering free and tasty samples for fans around the festival site. Each brand sampled for three out of the four festival days and all four brands distributed over 1,000 samples per day to festival attendees!
The early bird gets the LÄRABAR! From 7:00 AM – 10:00 AM, Friday – Sunday in the campgrounds near The Well, festival goers were able to start their day with intention at Yoga-Roo fueled by LÄRABAR. Brand Ambassadors invited early morning risers and yoga goers to grab a delicious real food snack from LÄRABAR to clear their minds and gear up for a full day of music and fun!
For the not so early risers, Nature Valley distributed snacks from 12:00 PM – 3:00 PM, Friday – Sunday in the campgrounds near The Well. Fans had the opportunity to enjoy a snack made with real ingredients to satisfy their cravings all day long.
Old El Paso
Centeroo featured Old El Paso’s TACO-ROO from 5:00 PM – 8:00 PM, Thursday – Saturday. Fans had the option of choosing between or doing a combination of tasty Cheesy Nashville Nacho Taco Bowls and/or Vegetarian Taco Bonnaroo Bowls! The taco stand was a huge hit and had a consistent line every day during sampling hours. Additionally, Old El Paso teamed up with Bacardi for a co-branded tweet encouraging fans to pair an Old El Paso taco with a Bacardi cocktail for the perfect afternoon treat!
Totino’s debuted their new Mini Snack Bites at Bonnaroo! The Mini Snack Bites were the perfect way for festival goers to end their night or gear up for a late-night show. Located near the popular Christmas Barn in Centeroo, Totino’s Mini Snack Bites were distributed from 10:00 PM – 1:00 AM Thursday – Saturday. Fans couldn’t get enough of the late night treat and there was a consistent line during sampling hours!
M&M’s Sound & Color
M&M’s Caramel continued the party from Gov Ball straight to Bonnaroo! Brand Ambassadors roamed Centeroo passing out delicious Caramel M&Ms to fans. After fans finished their samples, they could bring their empty wrapper to the M&M Sound and Color Dome.
Once inside the dome, fans were able to trade in their wrapper for a shot at the M&Ms lottery ball machine. Each ball in the lottery machine was color coded with a specific giveaway - what was dispensed from the machine is what participants would win. Giveaways included: VIP upgrade, lawn blanket, fanny pack, hat, cool wrap, sunglasses and a bandana. While inside the dome, fans could kick back in the climate-controlled, color filled dome and keep tabs on the festival on a large screen live concert feed. M&Ms distributed every giveaway they brought to the farm over the 4 days.
State Farm brought the Neighborhood of Good to life again this weekend at Bonnaroo. The Neighborhood of Good consisted of four tiny homes that represented different causes; At Risk Youth, Hunger, Music Education, and a house where you could find out about volunteer opportunities in your area. Three of the tiny homes had activities that festival goers could participate in that gave back to the local community. Activities consisted of putting together ukuleles, assembling food donation kits, and writing letters to at risk youth.
State Farm was also #HereToHelp festivalgoers with any car troubles they had on Sunday. From Sunday at noon until Monday at 3pm, State Farm helped festivalgoers with any car troubles they were having onsite, free of charge. A push notification went out promoting this service, as well inclusion on the Bonnaroo website as seen here.
Festival Livestream – State Farm and Uber
Millions of fans tuned to the Bonnaroo livestream on Twitter this weekend, creating a place for music listeners everywhere to join the Bonnaroo conversation. Engagement rates were strong, with State Farm and Uber purchasing turn-key media packages. Both brands ran pre-roll ads against the livestream and strategically targeted key demographics.
In addition to live content, eight video tweets were created to promote the stream. State Farm extended their on-site reach by organically integrating their festival activation into four of the eight clips. The remaining four tweets promoted livestream tune-in with both State Farm and Uber pre-roll ads and ‘promoted by’ attribution attached.
Amplify Campaign – Bacardi and Barefoot
The Bonnaroo experience was brought outside the festival grounds to audiences on Twitter, thanks to Bacardi and Barefoot. Eight video clips were created by the Superfly team and shared on the @Bonnaroo handle. Both advertisers ran pre-roll ads in front of four clips with 100% share of voice, targeting key audiences. In addition, Bacardi amplified their festival presence by showcasing their on-site activation within half of their video clips.
State Farm brought their brand to Snapchat by sponsoring the official Bonnaroo Our Story. The story, which was promoted to all Snapchat users on the Discover Page, highlighted Bonnaroo’s top moments from the user perspective. State Farm ran three interstitial ads, which were natively integrated within the user-generated Snaps taken on the festival grounds.
As the preferred method of payment of Bonnaroo, PayPal helped dedicated Bonnaroovians to save some money on their trip to The Farm.
Starting back in November, the first 2,000 pre-sale ticket orders placed using PayPal qualified for $25 dollars back to their account.
Additionally, PayPal was the official sponsor of the Bonnaroo Cashless - the easy way to pay for food, drinks, merch and more with the tap of a wrist. Fans using their PayPal account to register for Bonnaroo Cashless received a $5.00 credit applied to their festival wristband good for their purchases on The Farm.
Next up: Faster Horses and Voodoo Music & Arts Experience!
Tasting Room by Blu
The Tasting Room By Blu set up its home on The Farm in Plaza 3 providing campers, who were of legal smoking age and tobacco users, with the opportunity to receive a myblu Starter Kit. Once inside the Tasting Room, shade and fans created a comfortable environment for campers to learn more about the flavors blu offered. After selecting their flavors to sample, charging stations throughout the Tasting Room gave fans a chance recharge while enjoying their new Blu eCig. A laser engraver was also on hand giving fans the opportunity to customize their Blu eCig. The Tasting room also featured the sights and sounds of Bonnaroo by broadcasting the festival's daily live stream.