Shanghai’s first international music festival, YUE 2007 was held in Zhongshan Park. There were three key sponsors – Bacardi, Converse and Tiger Beer. We guarantee our esteemed sponsors sole category sponsorship to maximize their cut-through.
Tiger were official beer partner, and alongside creative bespoke experiential areas for all our partners over 20,000 units of Tiger beer were sampled during the festival.
For Converse we built a giant shoe box where festival goers could interact with the product. Fans were provided with materials to decorate their own shoes. It became a gathering place for all the budding artists at the festival. The shoe box was a place to chill out and escape from the heat.
Bacardi sponsored the one of the two stages and the VIP tent and was sole spirits supplier at the festival. Again, providing an alternative gathering space, the VIP tent attracted core target consumers to sample the cocktails served by highly trained mixologists. Subtle association with the trending artists on the second stage saw a spike in conversations online regarding this relatively new spirit brand.