CIDER CYCLING AT BONNAROO
Create an event that generates awareness of Angry Orchard’s new hard cider flavors.
Allied Experiential created an Angry Orchard booth at the Bonnaroo music festival that included multiple activities, games, tastings and photo opportunities.
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.
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.