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Monster Energy asked us to be a part of a unique and different activation that would provide an unparalleled experience to the audience of Lollapalooza, Argentina’s largest music festival. The goal was to capture the adrenaline and excitement that define Monster Energy and create an interactive space where customers could enjoy and remember a memorable experience.
By diving into the essence of the brand, we discovered that adrenaline and competition were key elements to achieving that goal. As a result, we sought to create a space where consumers could enjoy and explore the brand while also taking something tangible with them to remember the experience.
We decided to merge interactive elements, competition, and live entertainment to provide a unique experience. At the festival, we set up a booth with two distinct areas. We created a space called “Ride & Games” in the lower section where the public could enter and enjoy arcade-style games and virtual reality digital experiences while competing against their friends for prizes and exclusive Monster Energy merchandising. While waiting their turn, the audience was delighted by an exciting BMX and FMX show, where Monster Energy’s professional athletes performed impressive jumps and tricks. Finally, an exclusive VIP terrace with catering and Monster Energy drinks was set up for special guests, who were able to relax and recharge their batteries while enjoying a privileged view of the festival.
