The mini golf-inspired Southern Comfort activation was a monstrously successful interactive pop-up run by the brand at several music festivals across the UK over the course of summer 2015. The custom-built mini golf course aims to educate customers on the ways in which Southern Comfort can be used to enhance cocktails, and specifically, the 'Hero Serve,' which is comprised of Southern Comfort, lemonade and fresh lime juice.
The '19th Hole' activation included a bar, dance floor and an area for attendees to kick up their feet and relax.
The Southern Comfort activation, which traveled to both Bestival and Boardmasters over the summer, was devised by agency Amplify, who competed with three other firms for the account.
Key Themes Behind This Trend
- Interactive Pop-ups
- Opportunity to create immersive brand experiences through interactive pop-up activations.
- Cocktail Education
- Opportunity to educate consumers on various ways to enhance cocktails using specific liquor brands.
- Brand Activation at Music Festivals
- Opportunity to leverage music festival environments for brand activations to reach a large captive audience.
Where This Applies
- Alcoholic Beverages
- Opportunity for alcoholic beverage brands to create innovative experiences and educate consumers about their product offerings.
- Event Management
- Opportunity for event management companies to specialize in creating unique and engaging brand activations at music festivals.
- Marketing and Advertising
- Opportunity for marketing and advertising agencies to develop strategies and campaigns that effectively engage consumers through immersive pop-up experiences.
