'POW! WOW! Long Beach' is an immersive week-long street art festival. Numerous contemporary artists participate by creating murals across the city. The festival features events throughout the week with the aim of involving a broader community in the arts.
Along with the street art perspective, POW! WOW! also incorporates other creatives by having concerts, live art installations, gallery shows, lectures, art and music schools and creative community spaces. People can cruise through Long Beach to see the works of art by following a map provided on the organization's website.
Events like POW! WOW! can give brands a better perspective of the creative community, while discovering what appeals to the Gen Y group. Companies are able to connect with a younger generation by sponsoring street art festivals or developing their own events. For example, Heineken Canada hosted 'City Canvas,' a successful street art party in Toronto targeted at Millennials.