Uniqlo x SXSW Festival Activation
We collaborated with Spring to produce this fun + engaging festival brand activation to announce their partnership with global retail giant, UNIQLO.
To celebrate UNIQLO’s collaboration with Spring, we were tasked with creating an engaging and fun activation to celebrate this announcement throughout the streets of SXSW.
For those of you who have attended SXSW, you already know this festival is nothing like your traditional festival. SXSW brings together a diverse collection of creative industries from technology, film, and of course, music. Outside the official festival events, the true magic of SXSW is overhearing whispers of a secret showcase and scouring social media to find where your favorite artist will be popping up. My personal favorite SXSW memory was seeing Mitski early in her career perform at the She Shreads unofficial showcase at an abandoned lot on the east side at sunset.
This wide spread festival format can present a few marketing challenges such as:
Standing out in an incredibly saturated environment
Having a presence across all the markets that SXSW hosts.
Our solution? Create brand moments that can exist everywhere.
The Project Scope:
Source a truck that would allow us to add UNIQLO x SPRING branding, thank you Good Pop!
Commission custom vehicle wrap that could be removed post event, without damage to the Good Pop truck.
Secure 3x festival hot spot locations for us to pop up and have our street team engaging with festival attendees.
Collaborate with Spring in house creative team to develop custom branded pieces, including truck wrap, popsicle wrappers, sandwich board to be signage “on the go”, as well as modular lounge elements that would make each pop up experience feel more established and comfortable for attendees.
The Impact:
Our branded truck successfully drove through SXSW crowded streets, visible to 72K registrants + artists.
Over the 3x days of the activation, our street team popped up for 1-2 hours each at beloved Austin venues, Vespaio, Elizabeth Street Cafe & Spider House Cafe and had over 450 visitors per day.
The instagram campaign that announced our daily location had a total number of 548.1K impressions.
To create more hype around the activation, we gifted Good Pops vegan popsicles and a limited number of UNIQLO Ultra Light Down vests. One vest a day had a golden ticket with exclusive access to SXSW shows or a $500 Spring shopping spree!
Spring carefully curated a limited amount of SXSW Survival Kits for us to share with invited fashion influencers. Each kit included a selection of self-care essentials and the exclusive Spring x Uniqlo Ultra Light Vests. Multiple influencers stopped by the truck pop up locations to further promote the activation among their platforms.
