In order to celebrate the recent announcement of their T in the Park founding partnership, Tennent Lager hosted an immersive event in Glasglow. The event served as the festival's official launch party and included more than 500 guests, who all entered an enchanting converted church that was lit up with several graphical projections.
The event was organized by Tennent's sponsorship agency Material UK, who specifically created the projection mapping that was featured on the front of Saint Luke's church, while they also created bespoke light installations and several pop-up bars.
T in the Park will take place at Scotland's Strathallan Castle in July 2016, while the event also followed the event's recent lineup announcement. Headlining acts will include the Red Hot Chili Peppers and Calvin Harris.
Key Themes Behind This Trend
- Sponsorship Experiences
- Brands partnering with event organizers to create immersive launch parties that promote their sponsorship and engage consumers.
- Projection Mapping Installations
- Projection mapping being used to create immersive brand experiences at events and enhance the atmosphere.
- Pop-up Bars at Events
- Pop-up bars being created at events to provide a unique and engaging experience for attendees.
Where This Applies
- Beverage Industry
- Beverage companies partnering with event organizers to create immersive experiences with pop-up bars that promote their brand and products.
- Event Industry
- Event organizers utilizing new technologies such as projection mapping to create immersive experiences for attendees.
- Entertainment Industry
- Entertainment companies partnering with brands to create launch parties and immersive experiences that promote upcoming events and engage fans.
