T-MOBILE - IHEART RADIO MUSIC FESTIVAL:
DAY TIME STAGE 2019
ROLE: LEAD DESIGNER | AGENCY: REVOLUTION MARKETING | LOCATION: LAS VEGAS, NEVADA
PHOTOGRAPHER: MATT CARASELLA
OVERVIEW
T-Mobile desired branding throughout the Daytime Stage Festival Grounds to reinforce to subscribers that T-Mobile offers exclusive benefits that no other carrier can provide and convert non-subscribers by positioning T-Mobile as the value leader with offers, device launches, and rate plans. Multiple touch points throughout the festival created ‘magenta envy’. Features of the T-Mobile takeover throughout the festival included: The Desert Oasis Lounge, popsicles, a specialty cocktail, airbrush tattoos, a water refill station, multiple mobile hydration units (Jetpacks), independent charging and shading stations, misters, branded games, branded charging cubes, and a 75’ ferris wheel.
DESIGN PROCESS & RENDERINGS
DESERT OASIS LOUNGE
Utilizing a two-tiered mobile unit with extensive branding opportunities for an exclusive, VIP viewing party, this large structure could be seen from anywhere on the grounds and offers a prime view of the stage for all guests. All branding and imagery focused on the theme of neon desert.
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GROUND LEVEL
The ground level of the activation featured lounge seating, plump pillows and bean bag chairs. All decor elements followed T-Mobile’s branding colors of white and their signature magenta. Plants and misting fans worked together to create a relaxing and comforting, concert-watching experience. Custom shading structures were fabricated to protect guests from the sun's rays, while charging cubes were placed throughout the area for guests to be able to charge their phones. Yard games were placed throughout the area for guests to enjoy, and an acrylic neon desert photo opportunity let guests share their experience through social media.
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STRUCTURE: TOP LEVEL
T-Mobile VIP guests had a prime view of the stage and festival grounds on the structure’s top level. Similar lounge pieces, decor, plants, charging cubes and misting fans created a comfortable space for optimum concert viewing. VIP guests were able to enjoy cocktails as they watched the show.
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STRUCTURE: LOWER LEVEL
The lower level of the structure offered magenta colored popsicles to help guests cool down from the Vegas heat, as well as a unique opportunity to receive themed airbrush tattoos from a professional artist. Each design was minimal, clean, and catered to the desert oasis experienced.
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SHADING STRUCTURE
Two custom designed and fabricated shading structures were created and placed on the festival grounds to allow guests to experience “magenta envy” away from the main activation area. Guests were encouraged to take a seat in the shade and charge their phones on charging cables provided within the build.
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FERRIS WHEEL
The center beacon of the T-Mobile touchpoint was the 75’ branded Ferris wheel and it’s entry lane. The square shape of the entry lane was inspired by the T-Mobile “T Digit”. The lane was divided into two sides: one being for T-Mobile customers and the other for the general public. Brand ambassadors were placed by the entrance to guide line flow. The The legs of the Ferris wheel were wrapped with magenta vinyl, where as the gondolas were not only wrapped magenta, but featured the T-digit logo and the festival hashtag. The center of the Ferris wheel also sported the T-Digit logo.
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WATER STATIONS
A branded water station acted as a brand loyalty touchpoint, while guests refilled their water bottles and remained hydrated. Brand ambassadors carrying water jetpacks also roamed the festival grounds to provide a refresher in branded cups and napkins.
SIGNAGE & GRAPHICS
Signage throughout the space was simple and clean to work together with
the bold graphics seen on the structure. T-Mobile’s magenta remained the
eye-catching color choice.
THE END RESULT
Festival goers enjoyed various opportunities to connect to T-Mobile as the most reliable brand for their cellular needs.
