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Chicago Pride Fest June 20th-21st 2015
OVERVIEW AND OBJECTIVES
o Chicago Pride Festival
o Date: June 20th-21st
o Location: Chicago, Illinois Boystown District in Lakeview Neighborhood
o Partner: North Halsted Business Alliance
o Goals:• Up level visibility and availability at the 10 selling
stations across the festival footprint through unique consumption activation tactics
• Increase sales numbers by 5% over PY
• Increase can consumption and brand relevance during one of the largest LGBT Pride weekends in the country and the leader in the NOBU. Transform the intersection of Waveland and Halsted into a 2 block radius party, equipped with VIP area, runway, stage, and DJ entertainment
Sales: o Attendance 33,000o 27,240 cans/1,135 cases sold vs.
25,752 cans/1,073 cases in 2014o 6% increase from pervious year o Sales Per Cap of .83
o Availability of 5 SKUs at all barso $4 Pure Can Price Pointo Perfect Festival Executiono 10 Points of Distribution in total, 6 were
hosted by partner accountso Infrastructure Utilized:
• Mod Bars• Wavebreakers• Parasols
• Mega Cooler (at all PODs)• Sky Seats• DJ Desks
o Visibility up-leveled at all points of distribution
o Daily staff trainings conducted on site each day of the festival by Musketeer
o Perfect Festival Standards o Addition of Yellow
Visibility and Consumption Activation
o Mega Coolers behind every POD to ensure Perfect Visibility
o Utilized Bullstore to create customized, Chicago Pride-themed POS.
o Designed Yellow focused messaging to help in launching product at the event
o DJ coolers placed at main stage
o Ice barrels/product placed at all 3 stages
o Product provided to production team for working crew
Visibility and Consumption Activation (Cont.)
o Accounts created their own consumption activation programming in their own voice to support the festival/advertise their features
o Ensured Red Bull brand standards were correctly executed
Stage Production
What Did Success Look Like?
o 27,240 cans sold/33,000 attendeeso .83 per cap
o Increased sales by 6% vs. 2014
o $4 Price point secured
o Launched Red Bull Yellow Edition at event
o Activated at 15 key ONP accounts in the area
o Leveraged festival to drive down PA spends with partner accounts in the Boystown neighborhood
o Entertained 50+ industry leaders in VIP area at the event
THANK YOU!Huge shout-out to the entire Chicago Pride Fest Team!! Michelle Watts, Mike Dickerson, Chander Bhola, Dani Lawrence. Not Pictured—Cameron Crummie, Andrew Cleland, Jake Thomas. YOU ALL ROCK!!!
