In 2010, PixMob had their festival debut with Arcade Fire at Coachella and an unforgettable drop of hundreds glowing balls. Since then, PixMob has travelled the world from one festival to another, providing immersive and unforgettable experiences using their interactive LED technology. Coachella (USA), Osheaga (Canada), Lollapalooza (Brazil), Festival d’Été de Québec (Canada), South by South West (USA), and Rock in Rio (Brazil) were unique moments for the festivalgoers, and successful marketing stunts for the sponsors. PixMob LED technology is so successful at festivals because it creates unique and magical moments. The attendees connect with each other, but also with the artist and the festival, and engage more actively with the sponsoring brand.
PixMob LED technology primarily uses glowing balls, LED wristbands or sparkling helicos to create these immersive experiences, but any object can be customized with PixMob interactive technology to meet brand expectations. PixMob created ski hats for the Super Bowl Halftime Show 2014 and medallions for the Winter Games in Russia the same year. We can create any object that the sponsor can call their own.
PixMob is about creating unique experiences for the public. Inspired by ancient fire rituals, it’s in our DNA to immerse people in a surreal atmosphere, to unite them in a shared moment. During the Black Keys performance of their hit “Everlasting Light” at the 2012 Osheaga festival, the attendees experienced 2000 blinking helicos descending toward them like a star shower. You could see sparkles in their eyes, and the atmosphere was dreamlike. For Doritos Boldstage at SXSW 2013, the digital balls bouncing in the crowd made the attendees so excited that they started to bounce other beach inflatables. The atmosphere was wild.
A totem to keep as a souvenir
One great way to make the user experience positive and lasting is to give out a souvenir, such as a branded LED object. When the hundreds of balls fell from the ceiling of the stage during the Arcade Fire’s encore performance of “Wake up” at Coachella, the effect on the crowd was magical. Some lucky attendees brought the giant beach balls home, and logged on to the Creators Project’s website to find new ways to use them. Wristbands are also great “totems” to bring home, especially when you can keep using it after the festival.
For Lollapalooza, sponsored by Heineken, every festivalgoer could keep their branded LED bracelet. The bracelets were turned into motion-sensitive mode at the end of the concert, allowing the user to control it afterwards.
Festivalgoers are well known to share their moments with their friends, fans and family. The PixMob experience makes them share more pictures, comments and tweets of themselves wearing their branded LED object. Thanks to that, sponsors gain visibility, as well as popularity as their fans generate positive comments. At Coachella, millions of fans bragged that they were there living a great experience. YouTube, Facebook, Twitter and Instagram were used to broadcast positive comments about the festival, the artists, the crowd experience, and of course the sponsoring brand.
Effective brand activation
Brand activation focuses on building a long term emotional connection between the brand and the customer. Thanks to PixMob technology and its LED objects, customers will remember their incredible experience for a long time. Keeping their branded object as a souvenir will increase their engagement with the sponsor. Subway’s marketing strategy is about keeping their customers engaged. The experience is important to them – which is why they prepare their sandwiches in front of their customers. The idea of Osheaga festival sponsorship was in the same vein. Subway wanted to make the festivalgoers live an experience and engage with their brand. More than entertainment, they provided astonishment and a gift to take away to remember the brand.
PixMob LED wristbands can include an RFID chip that helps turn attendees into fans, promoters and future customers. RFID technology can be used for access control at events, collecting consumer information, developing a community and communicating about the event and its sponsor – well beyond the day itself. A new way to leverage sponsorship.
Special thanks to :
Chris Milk, Radical Media, Moment Factory, Tangible Interaction, Heineken, Subway, Nova Film, Festival d’Été de Québec, Osheaga, SXSW, Lollapalooza.