FESTIVAL TOK
Three Festival Partnership
PHONE UP, OR PHONES DOWN?
ITS TIME FOR SOME AUTHENTIC FESTIVAL CONTENT.
CREATIVE DIRECTOR
Your mobile has become an essential part of the festival experience, ensuring you can always stay connected with your mates both at the festival and beyond. However, Three faced challenges with its festival partnerships because music lovers and fans didn't associate us with the experience due to a lack of credibility in the scene. To address this, I developed a strategy demonstrating how Three not only understands festival culture but can also enhance it.
We aimed to be festival insiders, connecting people to the best of festival culture and delivering undiluted culture that uplifted festival heroes.
Enter 'Festival Tok,' a hyper-reactive, TikTok-first series designed to authentically capture the experiences of festival-goers. It merges TikTok's trending sounds and memes to connect with the culture beyond the event. With a 50% planned and 50% opportunistic approach, this newsroom-style strategy allowed us to create assets in record time, posting them to engage with the social conversation in real time.
So across Parklife, Latitude, TRNSMT, Wireless and Reading we've produced over 150 pieces of content, reached over 32 million people along with over 100k engagements.
This approach forged genuine connections with fans both at the festivals and beyond, proving that Three truly understands festival culture and establishing us as a credible voice in this space.
We are rolling this approach out across all of this year's partner festivals.
BECAUSE FESTIVALS NEED A BIG NETWORK