We were asked to create a concept to engage families at relevant festivals without incurring hefty site space fees.
We came up with a theme that would make kids feel special and provide a learning opportunity. We called it VIC – Very Important Child. Children received a VIC wristband for a small SMS donation from their parents, which allowed them to take part in a dance lesson performed by a trained kids choreographer.
We gained access to three festivals, including Bristol Balloon Fiesta, Mostly Jazz and Watchet, and teamed up with DreamWorks to offer film goodies when families tweeted a photo of themselves in front of our ‘Born to Dance’ backdrop.
Mass sharing was achieved through Experiential, PR, Data Capture, Parnerships and Social Media interactions.