Strongbow is ending the festival season with live activation at Victorious Festival in Portsmouth this weekend (25-27).
The cider brand has created an arena with a 10m high Strongbow Archer as the centrepiece. The Strongbow Yard is surrounded by a DJ booth put together with speakers, a bar made from a shipping container and up-cycled furniture made from crates and barrels.
In collaboration with Strongbow for Victorious Festival, Radio X will also be broadcasting live from the Strongbow Yard featuring hosts Johnny Vaughan and Gordon Smart.
The Victorious Festival activation concludes months of Strongbow campaign activity to get the most out of the festival experience. In April, special promotional packs of Strongbow Original, Cloudy Apple and Dark Fruit ciders were sold in stores across the UK, directing people to enter the Strongbow Epic Entrance competition. Nine competition winners and their friends were then parachuted, paraded and power-boated to their chosen festival in style.
“From years of festival experience, we know people want to create amazing memories with their mates,” said Emma Sherwood-Smith, brand director for cider at Strongbow owner HEINEKEN. “As the most eye-catching landmark on site, The Strongbow Yard is the best place to meet friends and relax with a refreshing pint, making the most of their time between bands.
“Curated by credible British DJs, the music sets the atmosphere, changing the tempo throughout the day. As the sun sets we step things up with an impressive music-synchronised fire display until the end of the night. ”
At Victorious Festival, the third and final festival in Strongbow’s integrated campaign, three Epic Entrances will take place. Competition winners will be dressed in mermaid, Queen of hearts and 90s rave attire, with entourages ranging from sumo wrestlers to gold Strongbow men. All parties will be chaperoned through the festival site ending at The Strongbow Yard.
Strongbow worked with Initials, a independent integrated agency, across both The Strongbow Yard and the Epic Entrance campaign.