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ANGRY ORCHARD

CIDER CYCLING AT BONNAROO

SPONSORSHIP ACTIVATION

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// CHALLENGE

Create an event that generates awareness of Angry Orchard’s new hard cider flavors.

// SOLUTION

Allied Experiential created an Angry Orchard booth at the Bonnaroo music festival that included multiple activities, games, tastings  and photo opportunities.

// EXECUTION

The agency designed and produced a branded tent and event space that included decor made up of bales of hay, real apples, wooden crates, barrels, and custom-made bicycle-powered apple presses. Festival attendees rode the bicycles, which controlled apple presses, to make “mash” used for cider. Inside the tent, consumers “picked” magnetic apples from a tree mural to reveal prizes. Guests also competed in a 45-minute, onstage “Longest Pour” relay competition.

// RESULTS

80,000 people attended the festival and were exposed to the Angry Orchard branded event and staged relay. The event generated more than 256K impressions on Twitter.

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