The Goal: Establish a partnership with Dunlop as an integral brand in the music creation journey by building cultural relevance through on-site festival and digital content experiences.
The Execution: Launched a multi-year partnership with Riot Fest to drive brand awareness, product trial, and cultural relevance for Dunlop instruments. Executed two annual on-site activations: an Artist VIP Lounge designed to foster relationships and offer exclusive gear trials to performers and a General Admission experience aimed at fan engagement through interactive, hands-on instrument stations. Established a white space within the festival grounds previously untouched by music gear brands to connect audiences directly with artists' tools to create music.
Content creation was central to the strategy, with real-time coverage and artist-driven storytelling fueling a pipeline of photo and video assets to be used across O&O sites and social channels. These efforts extended reach beyond the festival grounds, helped drive engagement and brand association with Riot Fest and those musical artists, and reinforced brand credibility within the alternative music community.