Electric Picnic this year was as brilliant as ever. The tickets sold out in record time – and they were like gold dust to anybody who decided to jump on the bandwagon and go having seen the surprisingly good weather in the lead up to it. The crowds headed down in their thousands, can and tents in hand, armed with all the essentials for a fun weekend in Stradbally.
Brands once again didn’t disappoint, they really stepped up their involvement and engagement with the festival this year. Below are the top 4 highlights which stuck out for me in terms of excellent Brand Activations;
Right at the centre of the main arena, the 3Live area was the perfect place to soak up the sun at EP. With an unbeatable view of the main stage, the upper deck of 3Live gave festival goers a chill out area to rest their weary feet. The ground floor consisted of four areas; 3Studio, 3Lab, 3Club and 3Charging. An essential at any festival, there were constant queues at the charging booth. With festival make up courtesy of Mac makeup artists, personalised phone covers and branded t-shirts, the 3Lab catered for all your weekends’ accessories. The 3Club featured a range of special guests along with Silent Disco’s across the weekend, and 3Studio gave you a chance to make your own music video or album cover and share it with friends. At night, the upper deck became the setting for the 3Live Secret Sessions, with a secret gig from Gavin James on Saturday night which was one of my festival highlights. These gigs gave everyone the perfect chance to get up close to some of the must see acts at Electric Picnic. In my opinion this was the brand activation that offered the most to festival goers, with something for everybody and a really clever way of engaging with festival goers throughout the weekend.
Orchard Thieves: The Bold Motel
This was a very cool area in the theme of an old style grungy motel with a giant abandoned swimming pool turned into a dancefloor. There were some great activities within the area including the infamous lip sync battles. If you arrived early enough you were given a room key/pass into a private area for you and your friends. It was really unique and perfectly aimed at the younger generation of bold and carefree Millennials, for me it really amplified the brands persona.
Just Eat Retreat
This was Just Eat’s 3rd year at the festival and it was certainly their best in terms of brand activation. Aptly named, the Just Eat Retreat was the chill out zone to beat at Electric Picnic. With everything from branded bean bags to deck chairs and even some badly needed hammocks, there were no lack of options for relaxation. Just Eat waiters were on hand with a smile to give out the hangover essentials, with branded sunglasses and Mr Freezes they quickly became everyone’s best friend.
This year Just Eat introduced their Picnic Porters, a concierge service to help festival goers bring their luggage from the car park to the festival. Cocoa brown and Tropical Popical also had an area within the retreat providing festival make up and manicures. Working with their charity partner the Peter McVerry Trust, everyone was encouraged to make a donation to the trust and one of the many ‘Tent Talks’ across the weekend was focused on driving awareness on the growing issue of homelessness in Ireland.
Electric Ireland’s Throwback Party
This was a spectacular brand activation this year. Following on from Last year’s 90’s Power Party was a big challenge, however they certainly didn’t disappoint.
The Throwback Party was a feast of nostalgic entertainment spanning the ‘80s, ‘90s and ‘00s and included headline acts such as Bananarama, Dr.Alban and Snap! who performed ‘Rhythm Is a Dancer’ a serious crowd pleaser! If the music wasn’t your cup of tea, you could chill out and kick back to Throwback movies such as Top Gun, the Goonies and Back to the Future during the day in the Electric Ireland tent. They also brought back the much loved dance off competition, which was pure entertainment from start to finish throughout the weekend!