Summary

Poplife Introduces FM Festival, a two-day celebration of food + music. Set against a beautiful beach backdrop, this festival brings you locally-sourced culinary delights & flavors alongside groundbreaking musicians at the forefront of the scene.

My Role

Collaborated on an event production team for several months. Primarily I focused on, creative direction, on site production and on site custom hand signage installation.

Project Overview

The 2-day multicultural festival created a marketing strategy that took advantage of 'on' and 'off premise' marketing channels to generate brand awareness and traffic to a 'non premise' activation that championed Beam Suntory's highlighted brands in a culturally relevant moment. Additionally, on-site food and cocktail village housed some of Miami’s top local eateries and bars, each serving their own specialty cocktail that incorporated their choice from the Beam Suntory family. Curated music programming included live performances by multinational acts Hot Chip, Bomba Estereo and others.

My Role

I developed the branding including the logo for the festival and executed it alongside a small team of event producers. Throughout the course of the festival I produced marking assets including sales and sponsorship decks, Magazine ads, Marketing and promotional collateral for print and web, Video promo animations, designed an app for the festival, wristbands, on site id’s, maps, schedules, all onsite signage including banners, menus etc and physically installed custom lettering day of for each vendors section in the food site. I also worked onsite as a PA helping to put the whole event together and assist in making sure it ran smoothly.

Mobile app

TOTAL DOWNLOADS: 666

TOTAL LAUNCHES: 2,996

AVERAGE VISIT DURATION: 60 SECS TO 2 MINUTES

Beacon Technology: Bluetooth synced beacons located in different sections of the grounds. As the app holder is range of the the beacon, a push notification pops up on the phone screen and leads them to the section of the app related to the beacon location.

For the Culinary & Cocktail Village, a message appeared welcoming them to it, leading them to the Community section of the app where they could view the full cocktail menu and offerings on the app.

RESULTS & REFLECTIONS

Key learnings from this experience are: Should be launched no less than 6 months lead time, More extensive “first course” Program with wider community reach, add food and cocktail pairing opportunities to “first course: and FM, position the daytime portion as family friendly and focus on hyper local markets, specifically the neighborhoods surrounding the venue.