Vodafone Homegrown 2009

Sponsorship and leverage activation

Brief

Vodafone wanted to use the Homegrown festival to build brand awareness and understanding of the MusicStation download service, increase brand love for the Vodafone Music website and increase their music TXT database.

Solution

Heroed by the popular Vodafone Music Lounge (performances and interviews with hit acts including Evermore), activity included an educational MusicStation Selector darts game and a Musical Shape Shifter game (a version of 'Twister') designed to build awareness. Trains between stages gave event goers the VIP treatment and created dwell time with Brand Ambassadors. Multiple giveaways including inflatable guitars, hats and towels gave high visibility across the festival. TXT and MusicStation sign up was encouraged via Brand Ambassador interaction.