PR | BRAND EXPERIENCES

KARA DEFRIAS | @CALIFORNIAKARA

2014

SUNDANCE FILM FESTIVALPARK CITY, UTAH

CONFIDENTIAL

2

SUNDANCE 2014

BACKGROUND

- Founded by Robert Redford in 1978

- Highlights indie American films

- Anyone can attend

- Spread over 2 weeks, though all the celebs come the first weekend

- 50k people descend upon Park City, UT

- Brands buy sponsorship. Overtakespaces or entire stores.

Pics mine unless otherwise noted.

http://www.gonemovies.com/WWW/WanadooFilms/Western/ButchSundanceButch1.jpg

BRAND EXPERIENCES

2 PLACES TO BE SEEN: THEATRES AND MAIN STREET

BRAND EXPERIENCES

Here we are!

_ All about them

_ Cue jazz hands

_ Heavy brand presence:

brand + brand + brand

(Marcia, Marcia, Marcia!)

Oh hai, Sundance, how you doin’?

_ Integrated

_ Organic

_ Equal presence: brand + attendees + Sundance

BRANDS SHOWED UP 1 OF 2 WAYS

CONFIDENTIAL

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HERE WE ARE!

ACURA

Location _Courtyard _Open to public

Schtick _Cars on display _Videos to watch

Other _Official Uber car

CONFIDENTIAL

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HERE WE ARE!

EDDIEBAUER

Location _Store _Invite-only

Schtick _Gifting suite with product for VIPs _Premium open bar

Other _Non-VIPs scripted / still feel special

CONFIDENTIAL

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HERE WE ARE!

MORNINGSTARVEGGIE FOODS

Location _Store _Open to public

Schtick _Free food _1 per wait in line

Other _Free BOGO coupon

CONFIDENTIAL

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OH HAI, SUNDANCE…

CHASE SAPPHIRECARDLocation _Store _Open to public

Schtick _Highlighted local, small biz/ chef each day with tastings _Partner with Brita to give away water bottle

Other _Access to parties with credit card _Handout

CONFIDENTIAL

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OH HAI, SUNDANCE…

CANON

Location _Bar _Invite-only (Producers, Directors, DPs)

Schtick _Cameras on display and you could play with _Videos to watch

Other _Panels with industry experts

TAKE ON THE ROLE OF SUPPORTING PLAYER, NOT THE STAR

BOTH HAVE THEIR PLACE, BUT WHEN IN DOUBT

…GIVE THE AUDIENCE A HINT OF A SCENE. NO

MORE THAN THAT. GIVE THEM TOO MUCH AND

THEY WON'T CONTRIBUTE ANYTHING

THEMSELVES. GIVE THEM JUST A SUGGESTION

AND YOU GET THEM WORKING WITH YOU.

THAT'S WHAT GIVES THE THEATER MEANING:

WHEN IT BECOMES A SOCIAL ACT.

—ORSON WELLES

“

”

FUN STUFF…THERE WERE MOVIES THERE, TOO!

BRAND EXPERIENCES…IMAGINE THE INTUIT EXPERIENCE

THANKS

FOR

LISTENING