AGL Energy activated its sponsorship rights at Melbourne’s Midsumma Festival at the Carnival and T dance in Alexandra Gardens by building a high-tech, energy-creating public dancefloor in an initiative called #PoweredByLove.
The festival, which was attended by around 200,000 people, saw revellers dance on the tech-linked flooring throughout the day and the power generated by the dancers’ contact with the state-of-the-art floor lit up a giant heart on the accompanying big screen.
Those attending the festival and taking to the dancefloor were able to capture their move and the experience via a photo booth mechanic that created gifs for them to both share on social media and to print out to take a hardcopy home.
Thus the installation brought to life the core business of the partner brand – AGL being an Australian energy generator and retailer.
AGL is both a Gold Partner and the Official Energy Partner of the three week long Midsumma Festival – an event celebrating LGBTIQ art, culture and community.
AGL worked with agency BEcause Australia on the initiative and both brand and agency were keen to amplifying their work across their own social platforms.
Here's how you helped the @midsumma to be #poweredbylove https://t.co/232ETx8JpJ pic.twitter.com/H6drWvillq
— AGL Energy (@aglenergy) January 29, 2016
AGL Midsumma activation: https://t.co/d0yufspqDr via @YouTube
— BEcauseXM (@becausexm) January 28, 2016
‘The AGL Mid summa sponsorship is a major commitment by the energy company to the LGBTIQ community, helping to support diversity and inclusion,’ explains Because Australia client development director Gareth Brock.
‘The energy creating dance floor brought their sponsorship to life in a unique, fun and memorable way.’
Comment
Technically complicated, but tactically simple, this is a ‘does what it says on the tin’ type activation that directly links the sponsor brand’s product/service to the property it is partnering with in a fun, interactive, participatory way.
There are similarities here to Shell’s player-powered football pitch lights project in Rio de Janiero during the 2014 FIFA World Cup (see case study).
Links
AGL Energy:
AGL YouTube:
http://www.youtube.com/aglenergy
AGL Facebook:
https://www.facebook.com/aglenergy?_rdr=p
AGL Twitter:
BEcause Australia Website:
BEcause Australia
YouTube:
https://www.youtube.com/user/BEcausebrandexp
BEcause Australia Twitter:
BEcause Australia Instagram:
https://www.instagram.com/becausebrandexperience/
