CHALLENGE
• New festival with no name recognition or reputation
• Convince people to attend a new festival with no reputation or brand awareness
• Convince sponsors to support a festival with no known outcome
SOLUTION
Modern, cool branding for the festival, extended through:
• Design system with the Statue of Liberty using artist’s palette, guitar, fork and knife, to highlight different aspects of the event
Awareness campaign to attract attendees and sponsors, driving to a landing page to buy tickets or get info:
• Billboards in Austin and nearby Texas cities, plus NYC, LA, and Chicago
• Wild postings on walls and fences in major metropolitan cities
• Social campaign featuring paid and organic ads
• Landing page
RESULTS
• Buzz and mentions from multiple music publications
• Social following ballooned
• Established a powerful brand for the festival
